NME Helps Drive Home Drug Drive Message
In a bid to cut the growing incidence of drug-driving, a particular problem during the summer music festival season, the Department for Transport launched a campaign in 2007 to flag the perils of doing so. To do this effectively, the DfT needed to overcome commonly held misconceptions about driving after taking drugs and to flag up the link with car crashes around the music festivals.
The real problem was the ability to reach and talk - with credibility - to young people as they headed for Glastonbury and the like.
To do this, Carat turned to NME, the essential music bible and authority on the summer festivals.
Working with the title's editorial team, a campaign was created which combined sponsorship of the renowned NME Festival Guide and the use of NME.com to reach over 2 million young adults in the 5 month summer period.
The DfT proclaimed the campaign - and NME's role - a great success, particularly in generating interaction with festival goers and delivering a difficult message in a credible way.
To download the full details click here COI Drug Drive Case Study.
