Incidents related to drug-driving are on the increase, most taking place in the music festival season. COI working with Carat devised a campaign that succesfully engaged with the target audience of young, 'cool' adults. Sponsorship of the NME Festival Guide with an extensive presence on nme.com and NME radio was able to provide the right platform for the campaign, giving youths non-patronising advice. "Attaching the serious message to the renowned NME festival coverage...ensured we had many touch points with this young audience across the summer" Nikki Edwards, DfT. Find out more...

The COI aimed to raise awareness of drug driving dangers among a youth audience.