brandhouse launched its 2013 Drive Dry campaign earlier this year, with a hard-hitting social media activism initiative designed to change behaviour towards drinking and driving. It has now launched Drive Dry Day, the second leg of the campaign. (video)
On 1 July, the company will announce the total number of pledges made to date of those who have chosen to drink responsibly. If the target of 3000 pledges is achieved, it will donate R60,000 to South Africans Against Drunk Driving (SADD).
"This is another way the company is demonstrating its commitment in addressing the role alcohol plays when it comes to drinking and driving. Drive Dry Day is an extension of the Drive Dry initiative that addresses the issue and promotes the responsible use of alcohol. We felt that by setting a target date, we could mobilise young South Africans to take the pledge, however we believe the choice to not drive when drinking is the responsible one to make and encourage all South African to keep on doing so," says Michael Mabasa, corporate relations director.
Speaking to all South Africans
Although aimed at youth (18-25 year olds), the 2013 Drive Dry campaign speaks to all South Africans that have access to a vehicle and socialise. Anyone can get involved, even if he or she does not drink alcohol at all, because Drive Dry encourages the use of a designated driver or taxi service.
The pledge has been designed to link with Facebook and Facebook events. Once a pledge is made, it will pull from one's Facebook friends, a list of who else is attending the same event and whether they are drinking or driving.
"Everyone's pledge counts and can make a difference," says Mabasa.
Radio personality DJ S'bu was the first person to make the pledge at the launch event, which took place at The Women's Jail at Constitution Hill in Johannesburg on 7 March 2013. Other high profile South Africans that have since made the pledge include Vanessa Haywood, Mika Stefano, Sureshnie Rider, J Something (from Micasa), Sias du Plessis and Alex Harris.
"We ask everyone to please pledge and share the call with their family and friends as every bit counts. The more active consumers are involved, the better as we slowly change the perception from 'it won't happen to me' to the harsh realities that happen when one drinks and drives," concludes Mabasa.
For more, go to www.drivedry.co.za or www.facebook.com/Drivedry.
