Raising The Awareness Of Drink Driving In China

Raising Awareness Of Drink Driving In China

According to Xinhua Press, from May to September 2011 there were 17,700 accidents in China because of drink driving, a number almost a third lower than the official number recorded in 2010. In these months, 231 people were killed because of drunk drivers. On a single day, the 10th of September (Teachers Day in China), 160,000 policemen were ordered to crack down on drink drivers. 3,272 people were caught over the legal limit, 220 were drunk.

Like many other countries around the world, China has a serious drink driving problem.  Public awareness campaigns have become more widespread, with various methods of communication including creative imagery and shocking television ads being used to tackle the issue.

Beijing Dentsu (Driving after drunk is deadly)

"Driving after drunk is deadly"

"You will lose your mind after drunk, it’s dangerous just like this animal"

"You will lose your mind after drunk, it’s dangerous just like this animal"

The first image (above) featuring the ‘key knife’ is fairly explicit and can be universally understood whilst the second is more tailored to Chinese people (not just because of the right hand drive). Looking past the wild, stampeding animal, the drunk driver is portrayed as a certain type of person. The expensive looking shirt with undone cuffs and excessive unbuttoning, coupled with the loosened tie and night-time setting paints a picture of the offender. A male, more senior level worker (being able to afford a car), who has been out drinking after work and then decided to drive himself home, representing a large portion of total offenders. We can see this type of person being used once again in the video released by the Hubei Traffic Police (below).

Public service announcement about drunk driving in China by Hubei Chinese Traffic Police

If this year’s results are anything to go by and the figures continue to decrease, then these styles of communication are definitely having an impact.

Agency credit for the images to: Dentsu (Beijing)

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  • Lly

    If you’re too drunk to drive, come crash on my sofa !

  • john digmeme

    I can understand the catharsis they are trying to invoke with the memorial to the young dead guy, but the images of the guy being taken away by the police and his daughter crying is just dumb.

    Everyone knows that if you hit someone in China, the protocol is to just take off and leave the body where it lies.

  • robin yates

    only fools drink and drive. There are no acceptable reasons to be behind the wheel of a car,bus,motorcycle or truck. If you drink and drive you will be caught

  • Dan Danger

    But you cannot reply on decreasing statistics in China, where local police departments are ordered to turn in lower crime stats. This is true of traffic stats as well where inconsistencies were proven in the 2008 traffic death reports when the records of the police departments were compared to the death certificates kept by hospitals. The actual traffic deaths for that year leap from around 60,000 to 230,000. Decreasing statistics mean little here. In fact they mean nothing.

  • Tomas

    The best way to advertise this in China would be talking about the people who get killed in the car you are driving. Had a few? Your Mom is at risk, your’re grandmother. Or this UK version taking it to the extreme: http://www.youtube.com/watch?v=AT5e44lty88

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