Previous anti drink-drive campaign - Shame

Previous Anti Drink-Drive Campaign – ‘Shame’  

‘Just One’  replaces the Department’s previous anti-drink drive campaign ‘Shame’, launched on the 29 November 2000. This campaign ran for 5 years and carried the strap line – NEVER EVER DRINK AND DRIVE, COULD YOU LIVE WITH THE SHAME.  

Advertisements normally have a set life span and while ‘Shame’ was hugely successful in changing public attitude toward drink driving it had run its course.  If people get used to advertisements they become complacent and possibly slip into unacceptable attitudes and behaviour.  

However, our tracking research shows that this campaign has strongly established the shame attached to drinking and driving. ‘Just One’ builds on what has been achieved but aims to go emotionally deeper and affect people at a new level by focusing on the consequences of drink driving and the harrowing stories of survivors and their families.