CRIMEN IN JURIA
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.