The anti-drink driving ad campaign shows drinkers trying to evade road checks by doing things like eating mints and drinking mustard.
S'pore Anti-Drink Driving Ad Lauded PHOTO: GOODFELLAS

A local anti-drink driving ad campaign has been picked up by the World Economic Forum (WEF), and held up as a case study in effective public education.

It is one of the more than 60 advertising campaigns featured on the WEF's "Creative for Good" website, which provides resources to help smaller non-governmental organisations worldwide craft their own public service messages.

The campaign, produced by Singapore advertising firm Goodfellas, included a TV commercial which showed drinkers trying various ways to pass road checks, from eating mints and doing jumping jacks in the car park, to drinking mustard and brushing teeth.

It was sponsored by Singapore Press Holdings' online car portal, STCars, and done under the auspices of the Singapore Traffic Police and Singapore Road Safety Council.

Goodfellas founder Patrick Low said he was delighted that the campaign was chosen "for its ability to spark social change, and that WEF felt it good enough to be shared with the rest of the world". - See more at: http://sph.straitstimes.com/premium/singapore/story/spore-anti-drink-driving-ad-lauded-20130625#sthash.JUawvNaw.dpuf

Goodfellas founder Patrick Low said he was delighted that the campaign was chosen "for its ability to spark social change, and that WEF felt it good enough to be shared with the rest of teh world."

The "Creative for Good" platform, which was launched last Thursday, touches on many other issues. For instance, the Bell Bajao campaign from India is targeted at reducing domestic violence, and implores people to look out for sounds of violent argument coming from a home, and ring the doorbell to disrupt it.

Other advertising case studies include a campaign in South Africa to reduce electricity theft by empowering residents , and one in Germany to call on the nation to find missing children via novel ways, like having ice hockey teams wear "missing" notices on jerseys.

WEF's director for media Diana El-Azar said: "This initiative will help organisations with a strong social purpose, but who have small communications budgets, to make a bigger impact through media and communications."

A
A LOCAL anti-drink driving ad campaign has been picked up by the World Economic Forum (WEF), and held up as a case study in effective public education. - See more at: http://sph.straitstimes.com/premium/singapore/story/spore-anti-drink-driving-ad-lauded-20130625#sthash.JUawvNaw.dpuf
A LOCAL anti-drink driving ad campaign has been picked up by the World Economic Forum (WEF), and held up as a case study in effective public education. - See more at: http://sph.straitstimes.com/premium/singapore/story/spore-anti-drink-driving-ad-lauded-20130625#sthash.JUawvNaw.dpuf