Finweek English Edition - - ADVERTISING & MARKETING -

IT’S AN AP­PALLING re­flec­tion on the con­di­tion of South Africa that the biggest de­ter­rent to crime isn’t the shame and hu­mil­i­a­tion of go­ing to jail or the loss of free­dom but the risk of be­ing as­saulted or raped by other in­mates. So the biggest de­ter­rent to crime is crime it­self.

Brand­house played on that fear in a hard-hit­ting fes­tive sea­son cam­paign against drunk-driv­ing placed in wash­rooms. Mainly tar­get­ing men be­tween the ages of 18 and 40, the cam­paign has been brought to life by agency King James via TLC’s Nightlife venues, where al­co­hol is con­sumed. TLC is a sub­sidiary of Pri­me­dia Un­lim­ited.

The cam­paign runs from De­cem­ber to April in 86 bars, reach­ing 600 000 male con­sumers/month.


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