Local anti-drink driving campaign picked up as case study by WEF

The locally produced advertisement campaign by Goodfellas, is among more than 60 advertising campaigns featured on the World Economic Forum's (WEF) 'Creative for Good' website - that aids smaller non-government organisations with resources to create their own public service messages.

The Goodfellas produced TV commercial shows drivers - who had one too much of alcoholic drinks - trying various methods from eating mints to doing jumping jacks in the car park to come clean from Traffic Police road checks. The commercial was produced by Singapore Press Holdings' online car portal, STCars, with support from the Singapore Traffic Police and Singapore Road Safety Council.

Goodfellas founder, Patrick Low, told The Straits Times he was delighted and that "the campaign was chosen for its ability to spark social change, and that WEF felt it good enough to be shared with the rest of the world".

The 'Creative for Good' website was launched last Thursday and covers many issues including reducing domestic violence, reducing electricity theft and finding missing children. Diana El-Azar, WEF's Director for Media, commented, "This initiative will help organisations with a strong social purpose, but who have small communications budgets, to make a bigger impact through media and communications."