Car accident news
25/02/2008

Drink driving film wins award for warning Nuts readers

A UK advert that aims to encourage lad-culture males to avoid car accidents through the suggestion of sex appeal has won a film award in New York and many thousands of downloads through video-sharing sites YouTube and Kontraband.

Beginning with glimpses of honeyed skin and snatches of heavy breathing, the film starts out suggestive, but at the end pans out to let the audience see the distraught driver, a young male in a fashionable t-shirt, trying to apologise after a crash with sirens in the background.

It is part of a viral campaign launched by Staffordshire-based company ST16 and sponsored by Lancashire health services to prevent car accidents that are due to drink driving, and to reduce the personal injury that results from them.

Their popularity with their Nuts-reading target audience means that they are to receive cinematic release in Lancaster this year, and the multimedia delivery will also include formats from posters to data on memory sticks distributed to students.

A spokesperson from the North Lancashire Primary Care Trust praised the video, saying that "The huge number of viewing figures and feedback from ST16's measurement systems clearly demonstrate that this viral has been designed, produced and distributed in the right way." She believed that this would help change young men's attitudes to the likelihood of personal injury to themselves and to loved ones in car accidents, particularly those under the influence of alcohol.

Watch the car accident prevention film here.