Seriously, the slogan "don't drink and drive'' is dying

What if you don't drive to drink instead?

Advertising agency Goodfellas conceptualized a campaign for the Singapore Traffic Police, Singapore Road Safety Council and the sponsor STCars on drunk driving.

The 3 enjoined to launch an Anti-Drink Driving(ADD) Campaign to remind drivers not to drive to drink.

Goodfellas said that the strategy this year is to reinforce the message of not driving to drink. People are all too familiar with the statement, "don't drink and drive". The agency admits that there is nothing wrong with that except that when people drive to drink, chances are, they will drive home.

The reason is because by nature, nobody likes leaving their cars behind. The other benefit is that when people don't drive to drink, they'll have peace of mind and need not worry about the consequences of drunk driving.

The main thrust of the campaign was in press advertisements because it allowed Goodfellas to highlight the many benefits of not driving to drink. Each ad is accompanied by a thought-provoking headline which leads to the campaign line: Don't drive to drink and you'll never drink and drive.

The print campaign is supported by a TV commercial where drinkers are seen trying various ways to avoid getting caught for drink driving. At the end of the spot the announcer asks: The best way to avoid getting caught for drink driving? Don't drive to drink. On radio, various people shared their favourite means of evading the traffic police.

Goodfellas hopes the campaign will convince the drinking public not to drive when they go for a drink. What's more, they can see the benefits of enjoying a night out without the fear of getting into trouble. After all, it is the season to be merry not to worry.

The campaign was picked up and featured in Campaign Singapore and the Home Team Website. The general feedback from the public so far has been encouraging. 

Watch the ADD TV commercial here.