‘Don’t Drink and Drive’ has been a staple campaign in the UK for decades now: sometimes the figures seem to show that it’s working, sometimes not. The truth is probably that it works a bit.
In the fairly recent past campaigns have concentrated on the damage to relationships through road deaths and accidents but you tend to become inured to these gloomy tales.
Now Leo Burnett London has gone for the shock treatment; not a moral consideration in sight, just self-preservation.
These aren’t the hardest campaigns to do (everybody agrees with your opening premise, officially anyway) but this one is still done fearsomely well.