Stop the Morning After
Together with AlcoSense, we leveraged the topic of stricter penalties for intoxicated drivers to promote habits that increase road safety, reaching an audience of more than 5 million. Learn more about our award-winning campaign.
Challenge?
Unintentional intoxication is one of the most insidious threats on Polish roads. Often underestimated, it carries very real consequences. Our challenge was to draw drivers’ attention to the scale of the problem and encourage them to change their everyday habits.
Every year, the Polish police stop tens of thousands of drivers, driving after drinking alcohol. Up to one in four Polish drivers admit that they may have been driving under the influence of alcohol without realizing their condition – we call this the morning after effect.
To fight with it, the Polish government decided to introduce a vehicle confiscation penalty for drunk driving. The topic has garnered a lot of public attention, and we decided to use it to promote the message about the morning after and good habits of drivers, such as giving up driving after drinking at all or making sure about one’s sobriety with a breathalyzer every time.
Solution!
To reinforce the message and provide the media with valuable information, we conducted a survey on a representative group of drivers, uncovering unique data about the problem of morning after and opinions about the new regulations.
All insight, no fluff:
- We organised a media event a few days before the introduction of vehicle confiscation penalties, during which the research findings were presented for the first time.
- We invited three independent experts to collaborate on the project: a lawyer and representatives of NGOs focused on road safety.
- During the media meeting, the experts commented on both the issue itself and the survey data.
- One of the key objectives was to increase media attention on prevention and measures aimed at reducing drink-driving.
- In total, we prepared 12 press materials, each addressing the issue of unintentional intoxication and ways to avoid it.
- To support media relations activities, we created a series of 20 dedicated posts for the AlcoSense brand’s social media channels.
Effects
The campaign generated widespread media interest in the problem of the morning after effect and the topic of the new regulations.
The topic was covered by, among others: Gazeta Wyborcza, pb.pl, rp.pl, wp.pl, dziennik.pl, wprost.pl, tvn24.pl, fakt.pl, superbiz.se.pl and prawo.pl, as well as leading automotive and trade outlets including auto-swiat.pl, autokult.pl, otomoto.pl and Fleet. AlcoSense experts were invited to comment on the topic for TVP Info, Antyradio, Radio Plus and Radio Four, among others.
We managed to highlight the educational aspect in the media discourse on drunk driving and laying the groundwork for further brand activities in the future.
The campaign received an award in the “Automotive and Transportation” category at Złote Spinacze, the most prestigious Polish PR industry contest.
5M+
people reached by the campaign
421
media publications
4,374
local media publications
PR Award
Bronze Spinacz Award
Automotive and Transport category
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