Local beverage company, brandhouse recently launched what they’re calling a “social media activism” campaign aimed at young adults, in an effort to curb rates of drunk driving in South Africa.

We call that goodvertising.

The campaign is an extension of brandhouse’s long-runninng “Drive Dry” campaign, which was made famous in 2012 for the “Pappa wag vir jou” prison stills.

This year’s campaign is centred around a Facebook app called the The Drive, which takes users through a fictional (but plausible) social scenario involving drinking, driving, and a somewhat abrupt and completely horrendous end. Despite the shock tactics, the app does accurately convey the realities of a drunk driving car crash.

Once the user has been taken through the scenario, they’re asked to make a public commitment to never drink and drive on Facebook, and encouraged to  select a designated driver before going out.

Users are driven toward the app via a reward mechanism. By participating, users can win vouchers from Vida-e-Cafe, Pick ‘n Pay, Engen convenience shop, KFC, and other outlets.

Check out the DriveDry Website, HERE.

Check out the DriveDry Facebook Page, HERE.