Lose Your Licence, Lose Your Independence
This campaign is designed to make disqualification more relevant to young male drivers in a novel way.
It's not about losing your licence; it’s about losing the freedom and independence that your licence gives you.
When you lose your licence, you become reliant on other people - family, friends, colleagues - to take you where you need to go. That’s OK once or twice but, when you are disqualified for any length of time, you soon become overly reliant on others.
Our campaign presents this in a memorable, off-beat way in order to land the message with our audience. We see the disqualified driver literally carried around by friends and family. This shows the lack of freedom and independence the disqualified driver has and how it affects those around them.