Drive Dry: using radio drama in South Africa

Case study

We've been running the Drive Dry campaign since 2007, a partnership with Brandhouse, other NGOs and South African transport authorities which targets 21-35-year-olds with the aim of reducing alcohol-related deaths.

In 2015, we took Drive Dry's hard-hitting message onto the radio, through the 13-part 'Aziwe Ke' radio drama. 'Aziwe Ke' follows the lives of four aspiring young South Africans - and shows how a single moment can end up destroying their dreams.

The radio drama was produced in five languages and featured on five popular African radio stations, while the campaign was supported by digital and social media competitions and advertising. More than 15,000 listeners declared their intent not to drink drive on Drive Dry's website.

As part of its wider campaign, Drive Dry also used award-winning TV commercials to bring its messages to South Africans - and participated in corporate events with Ford SA and Masterdrive to promote road safety.

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