SAB – Awareness Campaign

Awareness campaign

Hard-hitting advertising campaign: drunk driving

With a quarter of road accident deaths being alcohol-related, it really is time South Africans took a reality check. This is the message of SAB’s Reality Check advertising campaign to build awareness around the consequences of drunk driving.

The marketing campaign supports the establishment of Alcohol Evidence Centres (AECs) designed to increase prosecution rates and support enforcement authorities.

First launched in October 2009, the campaign was developed around the insight that South African society views driving under the influence as a non-crime.

Messaging is based on shattering the denial many South Africans live by. The campaign promotes basic truths that ordinary South Africans are oblivious to, despite well-publicised road accident and other statistics.

Taking popular myths and excuses we’ve all heard in social banter the campaign communicates the consequences of drunk driving in a no-nonsense way.

In September 2011 the company launched a new series of three televisions adverts aimed at tackling the issue of drinking and driving. The adverts were filmed at real roadblocks, and show the hard hitting reality of what happens when pulled over for driving under the influence.

The advert can be viewed here.

No Regret Friday

On 1 July 2011, SAB launched No Regret Friday – calling upon all South Africans to ‘Regret Nothing’ by consuming alcohol responsibly.

The ‘No Regret Friday’ campaign is the next step in SAB’s highly successful Reality Check advertising campaign which was launched in 2009.

With a focus on the issue of drinking and driving, SAB’s “No Regret Friday” initiative aims to start a movement of South Africans, including high profile celebrities, who are committed to drinking responsibly and who are determined to encourage others to do the same.

Log on to and join the revolution against drinking and driving.

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