We believe one of the requirements for a good night out is a safe ride home. Since 2008, our Bulgarian business Kamenitza AD has run the “Alcohol is a Bad Driver” campaign. The campaign addresses responsible alcohol consumption, aiming to raise awareness about the consequences of drunk driving, promoting a zero-tolerance attitude to it and creating positive change in people’s behavior on the road.
Our most recent campaign used an unusual approach, one that would unite and engage even more people – the cinema. The campaign started with a teaser trailer designed to attract attention and intrigue audiences.
At the campaign’s launch event, media, bloggers, partners and campaign stakeholders enjoyed a special premiere of a 30-second blockbuster – “Friday Night. There is only one rule: Don’t drink and drive.” The movie called for responsible behavior on the road and intolerance toward drunk driving, and was supported by a social media campaign and billboard ads around the country.
The campaign has since won several awards, including third place in the “Innovative campaign” category at the 2017 BAPRA Bright Awards, organized by the Bulgarian Association of PR Agencies.
The program also gained support from private and public sector partners, including the Bulgarian Ministry of Interior, Directorate Security Police, Bulgarian Association of Victims in Car Accidents, Bulgarian Red Cross, the Belgium Ambassador and the Union of the Bulgarian Automobilists.
Our partnerships have allowed Kamenitza to expand the impact of our work, including supporting the Bulgarian Red Cross with vital tools for training young drivers in safe drinking, getting more influencers involved in spreading the responsibility message across Bulgaria and inspiring behavior shifts in our consumers.