Aware.org: Drunk drivers stay for free

Aware.org, which promotes the responsible use of alcohol in South Africa, grew reach and awareness of the consequences of drink-driving with a digital, outdoor, radio and print guerrilla PR campaign that positioned jail cells as holiday destinations.

Intro

Aware.org exists as an organisation that, over the last seven years, has invested over ZAR 450m into societal issues surrounding alcohol misuse. The organisation is predominantly funded by the alcohol industry, with over 300 corporate members and donors. But even with all this investment, more than 25 people in 100,000 are killed on our roads. In other OECD countries, that number is three people per 100,000,

Over half (57.5%) of all road deaths in South Africa are alcohol-related, a figure that gets worse when the notion goes home for the festive holidays in December.

This is why...

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