'Everybody knows, bra' - Will this SA ad curb drunk driving?

Warning - This article contains videos featuring graphic imagery.

Cape Town - Remember the grim, albeit award-winning, 2016 'First Kiss' road safety campaign? Well the Western Cape department of Transport and Public Works released yet another ad, as part of its Easter focus on drunk driving, this time featuring thugs.

Safely Home, the official road safety campaign of the province, published the ad with the tagline 'Everybody Knows Alcohol and Roads Don't Mix'.

The clip, uploaded to YouTube in April, features a group of men attempting to head off in a vehicle after drinking heavily. One member of the group, in the front passenger seat, says "Gentlemen, who's driving? I'm drunk" to which a second responds "The cops are everywhere and I don't want to be breathalyzed."

An argument ensues as the group discusses who's sober enough to drive and they ultimately come to the conclusion that it's better to call a taxi.

Is this ad effective at curbing drunk driving? Email us

The department said: "The Western Cape Government’s road safety initiative, Safely Home, has released an Easter Road Safety message under the slogan 'Alcohol and the Roads Don’t Mix'. You are three times more likely to die in a car crash than be shot dead if you live in the Western Cape." 

According to SafelyHome's YouTube page: "Guess what? You are three times more likely to die in a car crash than be shot dead if you live in the Western Cape. Another thing: Our police have breathalysers that can measure how much you've been drinking and we will put you in jail if you are over the limit. The limit is very small. Don't be dof. Alcohol and roads don't mix. My bra."

We've included two previous clips released by the province at the end of this article. Viewers are advised that the videos contain graphic imagery.

Watch the clip below:

Reader response

Reader Greg said: "Yes it is shocking and there can be many viewpoints regarding the use of the gangster theme from being insensitive ( highlighting gangstersim) or effective ( even criminals know the dangers of drinking and driving).

"However, in my view what we need in S A is shock treatment as nothing else seems to help. We plead over and over again for people to be sensible but this has not worked. The joy of apartheid's end  has strengthened the concept of individual liberty and rights significantly, but the required balance of responsibility to the community seems not to be of interest. 

"This lack of responsibility probably means that in addition to the shock treatment, consequence of action needs to be applied rigorously. Also, this shock video will certainly be discussed and no matter what someone's specific opinion is regarding it, discussion of the topic is positive."

More Safely Home ads below: Warning - Graphic imagery

Ubuthakathi - Alcohol and Roads Don't Mix (Warning: Graphic):

'First Kiss': Warning - Graphic imagery

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For 14 free days, you can have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today. Thereafter you will be billed R75 per month. You can cancel anytime and if you cancel within 14 days you won't be billed. 
Subscribe to News24
Lockdown For
Brought to you by
Voting Booth
Do you think Mercedes will return to form later in the 2022 F1 season after two poor races?
Please select an option Oops! Something went wrong, please try again later.
Yes, don't discredit them.
33% - 456 votes
Who cares, F1 is exciting again!
44% - 594 votes
No, it's Ferrari's turn to dominate again.
23% - 314 votes