Designated Driver Campaign

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

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

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 writtenVideo-Clip to be shot in early August

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

CONNECTED ACTIVITIES

SMALL EVENTSAdaptation of the Big Events to smaller venues in the Liberec region –

Discotheques, large pubs etc.

POS-Materialsseries of attractive clothes(not all of those shown here)

PRCo-operation with media in order to introduce the concept of the Designated Driver to the public

Two or three press conferences andsubsequent media follow-up.- Introduction of the concept and the campaign, video-clip launch- Small Events season start