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Designated Driver Campaign. DOMLUVME SE (Let’s agree) Initiated in 2005 under the Pan-European Designated Driver Campaign supported by the European Commission.

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Presentation on theme: "Designated Driver Campaign. DOMLUVME SE (Let’s agree) Initiated in 2005 under the Pan-European Designated Driver Campaign supported by the European Commission."— Presentation transcript:

1 Designated Driver Campaign

2 DOMLUVME SE (Let’s agree) Initiated in 2005 under the Pan-European Designated Driver Campaign supported by the European Commission and co-ordinated by the Belgian Road Security Institute (IBSR). Partners in Czechia: European Commission BESIP – Ministry of Transport Responsible Brewers Initiative FÓRUM PSR – Responsible Spirits Producers

3 DOMLUVENÝ Campaign Elements “Clean Stage” at 3 major events / over 40.000 visitors (Summer of Love, Hip-Hop Kemp, Trnkobraní) POS Materials Animations Besipman (Comix) – part of media/PR campaign Radio (prior to Events) Promille SMS (Calculation of individual blood alcohol level via SMS) Media Support/ CD as attachment (iMedia) PR Support

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6 MUSIC VIDEO CLIP The idea is to get the concept of the Designated Driver into the heads of our target group through an appealing song and a video clip. Involved is a number of well-known hip-hop, rap and d&b artists (Indy & Witch, Orion, M. Ruppert, Čistychov,...) explaining the need of responsibility in road traffic, especially regarding alcohol behind the wheel. The song and the video-clip is supposed to reach our target group in an acceptable way through TV and radio without the need to pay advertising time. SCHEDULE: Music & text are being written Video-Clip to be shot in early August

7 Reaching the target group in large public events Love Planet Praha - Výstaviště Praha (Pet Shop Boys): www.loveplanet.cz Summer of Love - Pardubice (Kraftwerk): www.summeroflove.cz Official Video-Clip Launch - Prague

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9 CONNECTED ACTIVITIES SMALL EVENTS Adaptation of the Big Events to smaller venues in the Liberec region – Discotheques, large pubs etc. POS-Materials series of attractive clothes (not all of those shown here) PR Co-operation with media in order to introduce the concept of the Designated Driver to the public Two or three press conferences and subsequent media follow-up. - Introduction of the concept and the campaign, video-clip launch - Small Events season start


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