Media contributed a valuable insight: South Africans have been exposed to many ‘Drink Drive’ campaigns over the years. The truth is, they normally receive the message on their living room couch or in the office while reading the papers. Soon to be forgotten when they go out. Media’s challenge to creative therefore was to come up with an idea that spoke to people at a more relevant and critical juncture ie. when they walked out of a club and got into their cars.