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Radio drama highlights perils of drinking and driving
A new 13-week radio drama, Aziwe Ke, taps into consumers' ambitions by highlighting how a promising future can be stripped and dreams crushed in an instant, just by choosing to drink and drive. So far, it has driven over a thousand people to declare that they will not drink and drive.
The series is aired on major SABC African language stations Thobela FM, Lesedi FM, Ukhozi FM and Umhlobo Wenene FM as well as community stations such as Jozi FM. The drama encourages people to visit the campaign website, where they can pledge to either drink and not drive; or drive and not drink.
Affecting the community
The five minute broadcast follows the lives of university friends Tumelo, Chippa and Richard who regularly go out drinking over weekend and drive home while under the influence of alcohol. When caught by police, they bribe their way out of being arrested. The highlife goes on until one night they knock down an elderly community member while driving back from one of their drinking spree sessions. They try to hide their involvement in the incident, but the truth becomes too hard to conceal.
"It might as well be that people are able to avoid arrest and prosecution through bribes and corruption. However, your behaviour will one day affect your community and family and there will be no paying your way out of trouble," says Sibani Mngadi, External Affairs Manager at brandhouse. "We hope this campaign will get the young people of South Africa to think again before drinking and driving."
Although Drive Dry speaks to all South Africans that have access to a car and who drink alcohol socially, it targets mainly 18 to 25 year olds who tend to be more blasé about drinking and driving. For more information, go to www.drivedry.co.za.
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