The Context

Typically drink driving campaigns have adopted shock tactics but with drink driving figures continuing to rise, a new approach had to be taken.​

We found 48% of all drink driving convictions in 2021 took place between 8pm and 3am. But what about the other 52%? UK Police Forces reported an 8% year-on-year increase in motorists failing breathalyser tests in the morning hours.

We commissioned research to find out why this was happening, revealing 25% of British adults admit to driving the morning after a night out, despite still feeling under the influence of alcohol, with many thinking they’re fine to drive because they’ve slept or had breakfast.

The Move

We were on a mission to make roads safer for everyone, with a particular focus on addressing the issue of drink driving. As a result, we knew we needed to developed a unique approach that would encourages individuals to reconsider their actions.

The Action

We took the item most synonymous with freshening up in the morning– the toothbrush – and unveiled the world’s-first breathalyser toothbrush, a game-changing concept designed to freshen up the drink driving conversation and make people think twice before driving the morning after a night out. 

The Impact

231 pieces of national, regional and broadcast coverage were secured, from The Daily Telegraph and ITV news to Mail Online and The Sun, with a 113m potential reach.

And behaviour change was achieved. Amongst the highest offending group - males aged 18-24 years old. 57% said they would reconsider driving the morning after a night out consuming alcohol as a result of seeing the Brushalyser.

And a third would now make plans to avoid the need to drive the morning after a night out.