IN AN effort to raise public awareness of the devastation caused by drink driving, a group of like-minded professionals joined forces to produce a hard-hitting and thought-provoking TV ad of European standards which was aired repeatedly on television networks over Christmas and New Year.
Created in cooperation with a number of local professionals, the ad was conceived by Paul Iacovou, the managing director of the Nicosia-based digital branding agency Navajo Digital.
“Almost a quarter of road traffic fatalities in Cyprus are drink related,” he said last week. “We wanted to develop a hard-hitting campaign that spoke directly to our audience in a thought provoking way that would affect their responsibility as road users. We feel very passionately about getting the public to consider the dangers of drinking and driving.”
All the people involved – from the producers, to the actors, to the cameramen, the directors, the planners and the stylists – donated their time and expertise at no cost.
“We were all motivated to work together in communicating a strong message that applies to every single one of us,” Iacovou said.
The ad was given to the police and aired as a public service announcement on all local TV stations throughout the Christmas and New Year periods.
“This was the best Christmas present we could have ever received,” said police Chief Superintendant Demetris Demetriou.
Iacovou said that when he started on the project he had never anticipated the level of interest, professionalism and sheer hard work ‘donated’ by so many.
“There are a few occasions in one’s life when you are truly moved by people’s selfless actions and their willingness to help. The production of this campaign is firmly rooted on my list of such occurrence,” he said.
The ad incorporated three scenes set during the festive season – a home, a bar and the scene of a crash. Andreas Tselepos and Emily Koliandri were the well-known Cypriot actors starring in the TV spot.
A microsite was set up to host the video, which also features behind-the-scenes footage, interviews, stills photography and bios for all parties involved in the production. Facebook and YouTube were utilised in an effort to push the ad viral. Youtube received over 1,000 hits within the first two days of the ad airing.
Speaking for everyone concerned in this project, Iacovou concluded: “If this ad saved just one life, the effort will have been worth it.”
Project links: www.navajodigital.com/dontdrinkanddrive www.youtube.com/ cyprus drink drive
