Article
An innovative Land Transport New Zealand ad campaign has seen thousands of young drinkers send sober driving messages to their mates where they need them most – in the pub. The campaign, which kicked off on Labour Weekend in 2006, used posters and coasters to encourage young drinkers to text message a mate’s phone number to a short code, which in turn sends them an offbeat pre-recorded sober driving voice message. The messages come from one of four unique characters, each designed to remind the young person of the dire consequences of drink-driving.