#dontcrosstheline: Brake teams up with top ad agency to spread World Cup don’t drink and drive message
Tuesday 15 July 2014
Brake, the road safety charity
As more than 20 million UK residents tuned in to watch the World Cup final on Sunday night, Brake teamed up with top advertising agency Leo Burnett to tackle the menace of drink driving.
The video parodied the use of the referee's white foam spray can to give football fans the message that alcohol and driving don't mix – not a drop. It was spread on social media using the hashtag #dontcrosstheline and has been watched almost 1,000 times already. Watch below or on YouTube.
Julie Townsend, deputy chief executive, Brake, said: "Drink driving is still one of the biggest killers on our roads, so we were pleased to team up with Leo Burnett to get the vital message across this World Cup that it should be none for the road. One in six road deaths in the UK result from crashes where the driver was over the drink-drive limit, with a further estimated 65 caused by drivers who had been drinking but were under the limit. Even small amounts of alcohol affect your ability to drive and make you a danger on the roads. Drink drive deaths and serious injuries are devastating and needless: they can be stopped if all drivers pledge to not drink any alcohol – not a drop – before driving."
Brake is a national road safety charity that exists to stop the needless deaths and serious injuries that happen on roads every day, make streets and communities safer for everyone, and care for families bereaved and injured in road crashes. Brake promotes road safety awareness, safe and sustainable road use, and effective road safety policies. We do this through national campaigns, community education, a Fleet Safety Forum, practitioner services, and by coordinating the UK's flagship road safety event every November, Road Safety Week. Brake is a national, government-funded provider of support to families and individuals devastated by road death and serious injury, including through a helpline and support packs.
Brake was founded in the UK in 1995, and now has domestic operations in the UK and New Zealand, and works globally to promote action on road safety.
Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties.
Leo Burnett (www.leoburnett.co.uk) is a leading collective of specialist agencies in the UK providing clients with best-in-class communications expertise.
Leo Burnett UK is part of a global company with offices in over 100 Countries around the world. Here in the UK the group consists of Leo Burnett London (the advertising agency) (creative agency), Arc London (brand activation team), Holler (digital, content & social), Leo Burnett Change (behaviour change, not-for-profit) and Atelier (lifestyle, luxury, fashion specialists).
Leo Burnett, until recently, worked with the Department for Transport for over 20 years producing successful behaviour change campaigns for anti-drink driving, anti-drug driving, child road safety and teen road safety. Leo Burnett's long-running anti-drink drive campaign won a Gold IPA Effectiveness Award in 2012.