Arrive Alive often uses shock tactics to get the public’s attention to drinking and driving; the latest campaign shows your tequila face versus your impact face.
South Africa (23 April 2021) – Drinking and driving in South Africa is a massive problem, so Arrive Alive is using your tequila face to raise awareness about the issue.
According to the Road Traffic Management Corporation Driver Intoxication and Fatal Crashes Report, published March 2020, human behaviour risks and drinking and driving is estimated to contribute to 90% of road traffic crashes. The World Health Organisation also released a report that shows that 58% of road accident deaths in South Africa involved alcohol. These statistics have led South Africa to become the worst country for drunk driving.
Even though South Africa currently has zero-tolerance for driving under the influence of alcohol, accidents related to drunk driving happen every day.
To help South Africans take the risks of drunk driving more seriously, Arrive Alive partnered with communications group Joe Public United to create a shock-tactic campaign that drinkers would not be able to ignore.
Based on the insight that your #TequilaFace is the same face you would pull the moment before impact in a car accident, the campaign visuals and tone aimed to surprise viewers, with the scary warning, “Don’t Let Your #TequilaFace Be Your Last”, making them consider their mortality when choosing to drink and take to the wheel.
“The aim of the messaging is to bring awareness to the facts and the severity of drunk driving in our country and the lack of responsibility drinkers take when they choose to drive. We want to get people talking and questioning their behaviour by encouraging citizens to pledge on the campaign website tequilaface.co.za to never drink and drive.
We want to help drinkers establish more responsible habits and empower those who pledge with a means to enjoy a night out and get home safely. The statistics around drinking and driving are shocking and we want to use that same appeal to land responsible drinking decisions,” says Megan Perks, Executive Creative Director, Joe Public United.
So there you have it, don’t drink and drive!