Targeting drunk drivers

DESCRIPTION

Cape Town’s public transport is largely unreliable and unsafe, and so people who go out on the town tend to take their chances by driving in their own cars under the influence of alcohol. City door to door taxi company Rikkis wanted to target this group.

Rikkis decided to target people in the restrooms of popular nightspots, close to where the company’s phones were installed. Posters featuring the height gauge commonly associated with police mugshots were printed in reverse and positioned opposite mirrors. The idea was that when people were looking at themselves in the mirror they would look as though they were posing for a mug shot and they could read the message: “Drunk driving makes you a criminal. Give us a call and get home safe.”

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