Son of Papa Wag Vir JouFebruary 27th, 2012 by Andrew Moth | Categories: beverages, government, industry, legal, tourism, training
A survey conducted over the course of 2011 by Synovate on behalf of Brandhouse showed an increase in the number of South Africans who said they would not drive if they had had too many alcoholic drinks. The survey indicated a shift of 4% over the course of 2011.
Heather Noble, responsible drinking campaign manager at Brandhouse, says: “People underestimate how much they can drink before they are over the limit. We are saying, keep the choice simple and choose not to drink and drive. And then you won’t end up in trouble.”
Noble was speaking at the launch of the Brandhouse’s new TV ad campaign: Who’s Driving You Home Tonight? The campaign goes live on TV today.
The new above-the-line campaign dramatises the possible consequences of landing up in a police van and highlights the people who could be sharing the back of the van. This campaign is premised on the fear factor and belief that this is a powerful deterrent to drunk driving.
The campaign follows on the success of Brandhouse’s previous campaign, where 136 916 people viewed the advert on YouTube: “Love To Meet You”, which became known as “Papa Wag Vir Jou”.
“‘Papa Wag Vir Jou’, was very successful and now it is time for the next chapter. Our strategy is not simply about raising awareness but rather to change consumer behaviour,” Noble says.
“You have a choice in terms of who will take you home after you have been drinking. But if you make the wrong choice, and choose to drink and drive, there could be very real and dangerous consequences, which can impact the rest of your life.
“The success of our last Drive Dry campaign encouraged us to keep pushing our message. If Brandhouse can continue to influence our consumers with this campaign as powerfully as we did in the previous one, then we know we are making a difference,” Noble said.
A consumer-generated “Papa Wag Vir Jou” Facebook page was created in support of the cause and community, with backing from 17 233 people.
As a result of this, Brandhouse has decided to incorporate social media into its latest campaign, encouraging consumers to continue the conversation.
Leading up to the TV launch, various installations were showcased at popular night spots around Cape Town, Johannesburg and Durban, over the festive season. These installations included a taxi parked next to a tow truck, with a banner across both cars asking the question: “Who’s driving you home tonight?”