India: road to safety
Case study 26 JUN 2015
We've teamed up with government agencies, an NGO, and leading Indian national news channel NDTV in a campaign to reduce drink driving, excessive drinking and underage consumption in 30 cities.
Working across 12 Indian states, the programme includes building the capacity of enforcement agencies, the distribution of high quality breath alcohol analysers, training drivers of commercial vehicles such as school bus, truck and auto rickshaw drivers, and educating university students on the dangers of underage drinking.
We're using television ads, radio promotions, digital and on-ground activation, and celebrity messages to deliver the campaign, which between October 2014 and March 2015 had reached three million people through digital platforms and garnered over 250,000 pledges to not drink and drive.