aware.org: Orlando

Thousands are killed on South Africa's roads over the holidays, but the direct finger-wagging campaigns don’t seem to hit home. So if people aren’t afraid of dying, what are they afraid of? Jail. This formed the basis of our tongue-in-cheek road safety campaign for Aware.org where we positioned our country’s finest jails as holiday accommodation – because that’s where many could be staying for free this Festive Season if they drink and drive.