Surrey and Sussex Police

Worryingly the rate of deaths and serious injuries caused by drink driving has increased over the last ten years. Surrey and Sussex Police asked Claremont to help reverse this trend.

After identifying a target group of motorists who believe that they won’t get caught, (and that their driving ability isn’t impaired by a few drinks), a strategy was developed using the emerging field of ‘bystander activation’—that it can be more effective to target onlookers to a behaviour, than it is to try and communicate directly with someone demonstrating a behaviour.

This led to us developing the Prevent, Persuade, Police campaign, which gave cues to friends and family of things they could say to a potential drink driver at different moments, and to challenge people to consider if they were a good enough mate to help prevent someone from drink driving.

We created campaign assets for social media; out-of-home; and within licensed premises (plus a campaign toolkit). Time was very tight (only 8 weeks from brief to deadline) so we developed a bold typographic approach with visual cues to driving embedded in the look and feel, plus eye-catching animations for social media.

And it worked—there was a 10% reduction in the number of arrests over the Christmas and New Year period with over 700,000 people in sussex reached via social media.

Produced with Claremont Communications