Brandhouse wins its first award for anti-drunk driving advertising campaign

2010-07-20 00:00

ANTI-DRUNK driving organisation SADD, founded by Maritzburger Caro Smit, contributed to a campaign that has won a prestigious international award.

Advertising agency Brandhouse won their first advertising award at the Cannes Lions Awards for their Dry Drive “It won’t happen to me” initiative.

Brandhouse’s campaign is aimed at raising awareness around drinking and driving and the award was received for an installation displayed at last year’s Whisky Festival.

The installation was based on the true story of Heather Cosser, a South Africans against Drunk Driving (SADD) member’s daughter who was killed by a drunk taxi driver while out jogging.

It incorporates her personal belongings.

These belongings were crushed together along with an entire car in a heavy duty compressor, to bring home graphically how drunk driving wrecks lives.

Smit, who founded SADD after her son Chas was killed by an allegedly drunk driver while crossing the road in Pietermaritzburg, said: “Every year 9 000 people are killed by drinking drivers. These are not just statistics, but are people who were loved and are missed by their families for the rest of their lives.

“I see the young people dying and it really hurts as most of the deaths are preventable.”

Research done by Brandhouse revealed that South African consumers do not believe that alcohol-related accidents will happen to them; drunk driving is also considered to be socially acceptable behaviour with consumers underestimating how devastating the consequences of irresponsible drinking can be.

ENTERPRISE development in smaller towns in South Africa is set to receive some much needed attention. In partnership with Entrepreneurs’ Organisation Cape Town, Brandhouse’s Pitch and Polish competition aims to assist in providing the platform for South African entrepreneurs.

Local entrepreneurs will be drawn from 11 South African towns where they will be given the opportunity to appear before an audience of fellow competitors and pitch their business ideas to a panel of judges. Every entrant will get three minutes to deliver a pitch, three minutes for questions and answers, and three minutes of constructive feedback from the panel.

The winner will possibly be linked with a company abroad and be awarded an all-expenses paid trip for a week of mentorship with their host company. Prize money totalling around R90 000 is to be won throughout the competition.

To enter fill in the application form on

I see the young people dying and … most of the deaths are preventable. Caro Smit

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