Most traffic accidents in Reunion Island are alcohol-related. At the end of the year with the festivities and holiday season, a lot of the accidents are caused by teenage drivers under the influence of alcohol. Many of these accidents lead to serious injuries or death.
Luvi Ogilvy felt the need to make a strong and striking appeal to these youngsters and create public awareness around this issue. The creative team worked on this subject and presented it to the Caisse Générale de la Sécurité Sociale (CGSS) - the French Social and Health Security. CGSS went with the idea and voted on a budget to run the campaign.
The campaign catch-phrase is, "It's your choice to keep off the hook."
According to Luvi Ogilvy it was not a prohibition message, but one of individual responsibility and awareness. The message was presented in different media: billboards placed next to popular nightspots, post cards in pubs and restaurants, print newspapers and magazines, and posters in public buses. There was also PR in newspapers and on TV, web and radio.
