Drive Dry campaign promotes not drinking and driving
Drive Dry is an initiative by Brandhouse Beverages, and aims to change the South African perception that it is acceptable to drive drunk.
The initiative has now launched a Drive Dry Go Places campaign.
According to Brandhouse corporate relations director, Michael Mabasa, the campaign aims to provoke thought around the issue of drinking and driving, and invites South Africans to experience how one can go places the moment you choose not to drink and drive.
“It won’t happen to me is a common attitude among South Africans, particularly when it comes to drunk driving, but statistically the chance of being arrested, crashing a car, injuring yourself or worse killing a friend, is alarmingly high,” says Mabasa.
Mabasa says declaration stations will be set up at venues around Gauteng and other provinces where the public are encouraged to declare whether they are drinking or driving.
“Incidents of alcohol-related road accidents are still high. By choosing not to drink and drive you are not only able to go to more places, but you will also be going places in your life because you are making responsible choices,” he adds.
“Upon a successful declaration, patrons will be rewarded with personalised business cards that will be made for them on site.”
Mabasa says that South African consumers are not put off by the legal ramifications of drinking and driving, but rather by the fear of failing to live up to their family’s expectations of their future should they cause something bad to happen while driving drunk.
“This campaign is all about reinforcing a positive message that going places starts by not drinking and driving. Having a party is part of South African life. Just let your friends know if you are drinking or driving.
“That way you can hook up lifts and make our roads safer.” – @TumeloBoksburg
