As an industry funded body - the ARA is under great pressure to send out the right messages or possibly face the same advertising restrictions as the tobacco industry has.
Film production company - Terraplane produced a series of different scenario commercials in such a way that the youth could strongly identify with them. Film director, Trevor Clarens, who is better known for his comical style of directing said: "It was a great challenge to craft the commercials to create the drama needed to get the message across. We used a high-speed camera to achieve the slow-motion effect, which we think made it very impactful. The music was taken from internationally renowned, South African musician, Felix Laband's latest CD and since flighting began, CD sales have vastly increased. This tells us that the adverts are being noticed."
The television commercials are also being flighted in cinema and are being supported by radio and poster activity.
