Department for Transport

"Rhodes have completely understood our organisation and goals. As a result the major successful re-launches of both our First Aid at Work programme and our Community First Aid suite have ensured that our projects look professional, contemporary and accessible
St John Ambulance find Rhodes big enough to cope and small enough to care".
Elaine Howlings, Training Manager St. John Ambulance

The challenge

Our brief was to create a Drink Drive campaign that communicates that there is no failsafe guide as to how much you can drink and still drive safely. This is due to fact that peoples' alcohol tolerance levels are different.

The solution

The imagery and headlines made it clear that alcohol tolerance levels are different for different people, and dependant on many factors.

The key message was "You can't measure your alcohol limit. So don't try".

This is our third successful campaign for the Department for Transport. This time the media extended to outdoor advertising on buses and bus shelters, as well as literature, that included images from the Drink Drive TV advertising campaign.