South African Breweries (SAB) launched a new series of powerful adverts aimed at tackling the issue of drinking and driving. The series of three adverts were filmed at real roadblocks, and show the hard hitting reality of what happens when pulled over for driving under the influence.
The first of three adverts aired on Sunday during Carte Blanche on MNET and during prime time news on ETV.
The advert can be viewed on Youtube at https://bit.ly/realitycheck1
SAB Corporate Affairs and Transformation Executive Director, Vincent Maphai, says: “We are uncompromising about drinking and driving. Feeling fine with the amount of alcohol consumed is no guideline at all – drivers need to understand that their judgment is impaired and they are a risk to themselves, their passengers and other road users”.
To film the ‘reality TV’ style adverts, SAB and their advertising agency, Black River FC, worked closely with traffic authorities, who are equally committed to reducing the number of intoxicated drivers on the roads. They were positioned at scheduled road blocks where they filmed the actual process of drivers getting breathalysed and taken through the procedure of being charged should they exceed the prescribed blood alcohol limit.
Vanessa Gibson, Creative Director of Black River FC, says: “We wanted to show what really happens when you’re pulled over and breathalysed, and create an ad that focused on real people and real circumstances. Enough of shock tactics. That just numbs people.”
“It’s about getting South Africans to feel a sense of regret, to internalise the events in the commercial and to never drink and drive again. We want to shift the sentiment from one of ‘It will never happen to me’ to one of ‘That could have been me’” she added.
These adverts are the next step in SAB’s targeted strategy to tackle alcohol abuse.
In July this year SAB launched the ‘No Regret Friday’ movement, which focuses on encouraging South Africans to commit to drinking responsibly, particularly over the weekend when research shows the majority of irresponsible drinking takes place.
The No Regret Friday movement has support from high profile ambassadors including 5fm DJ Gareth Cliff; Bafana coach Pisto Mosimane; Springbok Schalk Burger; musicians CrashCarBurn, Lonehill Estate and Ard Matthews; and comedian Chris Forrest. The movement has gained groundswell over the months since it was launched, with over 2,000 South African pledging never to drink and drive to date.
In 2009, SAB launched a bold public awareness campaign to counter prevailing alcohol abuse amongst South African drinkers as part of a multi-faceted initiative to combat alcohol abuse in South Africa. Created primarily as a national public education campaign, ‘reality check’ presented a range of scenarios and perceptions, each offering a ‘reality check’ on the ramifications of various inconsiderate and short-sighted views and activities associated with irresponsible alcohol consumption.
Whilst the refreshed Reality Check campaign is intended to impact public awareness, perceptions and behaviours, SAB is also driving a series of real impact programmes and initiatives, including funding 
leveraging existing partnerships with initiatives aimed at tackling Foetal Alcohol Syndrome (FAS) and combating underage drinking.
Log on to www.noregretfriday.co.za and make your pledge; join the revolution against drinking and driving by liking the Facebook page (https://www.facebook.com/#!/SABrealitycheck); or join the debate on Twitter every Friday using #NoRegretFriday.
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