Check, check, check this out!

In its continued efforts to promote Responsible Drinking, brandhouse is launching a one-of-its-kind guerilla advertising campaign as part of its Drive Dry initiative aimed at challenging the blasé attitude many consumers have towards drinking and driving.
This hard-hitting campaign will feature cars placed inside giant evidence bags in parking bays outside popular nightspots. The crimes and victims’ names appearing on the evidence bags will serve as a dramatic warning to partygoers, that drunk driving can turn your car into a murder weapon.
Drive Dry was launched three years ago and is an honest approach to evoking strong emotional responses from consumers by personalising the issue of drunk driving. It forms part of brandhouse’s ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of driving while under the influence of alcohol.

brandhouse also partners with the RTMC(Road Traffic Management Corporation) in the Number One Taxi Driver initiative to educate taxi drivers on road safety and passenger safety when transporting large numbers of commuters.

Drive Dry was a direct result of focus groups across South Africa which revealed that consumers do not believe alcohol-related accidents will happen to them.  The research also showed drunk driving is considered ‘socially acceptable’ behavior and that consumers underestimate how devastating the consequences of irresponsible drinking can be.

Phumza Rengqe, Corporate Social and Responsibility Manager, says, “Drive Dry has been a very impactful initiative – research conducted last year showed that the campaign has been responsible for changing the attitudes of many people towards drunk driving “There are too many responsible drinking messages out there that consumers find easy to ignore and this alternative media idea will get people talking and help change the perceptions of those who don’t take responsible drinking seriously.”
“We commend brandhouse for creating a hard-hitting campaign that discourages South Africans from drinking irresponsible.  The Dry Drive campaign visually demonstrates, in a vivid manner, the potential consequences of driving while under the influence of alcohol.  The responsibility shown by brandhouse towards upholding and supporting our mandate is a good example of government and the private sector working together to achieve a common goal.  Road safety is everybody’s responsibility. A road crash is always someone’s fault – don’t let it be yours,” says Muthuhadini Madzivhandila, Executive Manager of Road Safety Communication and Education at the RTMC.

Two of the ten locations for the evidence bags on the night of May the 7th in Cape Town are:
La Med club in Camps Bay
Harrington Street parking

Two of the ten locations for the evidence bags on the night of May the 8th in Johannesburg are:

George Lea Park, cnr William Nicol and Sandton Drive
Purple Turtle, 4th Ave Main Road Mellville

Two of the five locations for the evidence bags on the night of May the 8th in Durban are:
Europa Café, Chartwell Drive Umhlanga Rocks
Outside Spiga Da Ora, Florida Road

Seriously though, driving drunk is never acceptable and it’s something that the cops have worked hard on here in South Africa, and people are now too scared to drive drunk. Not because of accidents, but because of going to jail. But if you do happen to want to crash your car, do it in excess like this hero:

NICE!

To be honest, if Brandhouse were on the ball, they’d be setting this bad boy up not near Chevelle or Assembly, but at the Paul Oakenfold jol tonight.

Wait…mdma probably won’t show in a breathalyzer test anyway.

Ok no worries then, nice set up guys.

(Thanks Carrie)

UPDATE: The first evidence bag is up at Green Point BP:

Great campaign!
Wait…is this a WORLD EXCLUSIVE? Claiming that!