The campaign, which spans print, road banners and television, reinforces the message of not driving drunk. It also goes a step further and urges people to leave their cars behind when they head out to drink.
The first print campaign was published on Wednesday in the Straits Times and The New Paper as well as certain Chinese papers. The television and radio spots will break in December.
Singapore-based creative agency Goodfellas worked on the campaign. “We are all too familiar with the statement 'don’t drink and drive',” said agency founder Patrick Low. “Except when we drive to drink, chances are, we will drive home.”
The Singapore Traffic Police has been launching anti-drink and drive campaigns since 1989. STCars is the new title-sponsor for this annual campaign.
Last year’s campaign has proven to be beneficial with the total number of drunk-driving accidents dropping from 105 last year to 79 this year, figures from the Traffic Police revealed. Fatalities were also down from 15 to 12.
For STCars the association is timely considering its revamped look on November 20. The portal now has a new buy-sell-rent platform for dealers and motorists. Previously, Singapore Press Holdings had rehauled STJobs, STProperty and ST Classifieds.
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