[Grand Prix] Wheelchair

2008-11-17 アップロード · 2,071 視聴

BBDO/Proximity Malaysia

HELP wanted to change the devil-may-care attitude of young people who drink and drive when they are out. We decided to put up an art installation that will stop the kids in their tracks - a grim reminder of what could happen if they drink and drive. We took parts from a car that was wrecked in a drink driving accident and assembled a wheelchair. We then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, we put up pledge boards for people to show their support for the campaign.
We chose a college location because it is populated with young students who are partygoers and who would have just gotten their driver's licence.
Results:
- Extensive coverage in the media including TV and newspapers.
- Over 6000 pledges.

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