The DFT needed to communicate the perils of drug driving to young adults;

We constructed a promotion across DontStayIn that incorporated an anti drug message on all photo pages, combined with activity across the site;

This delivered over 22m pages of promotion;

We also distributed 25,000+ cards to clubbers, reminding them of the perils of drug driving while they were in a position to immediately react to the messaging.

Influencing young clubbers in context

CASE STUDY