A successful campaign from The Danish Road Safety Council and the agency Pong has effectively raised awareness among youth aged 16-19 about the perils of drunk cycling. The campaign, humorously titled, “It’s fun to ride a bicycle drunk. Until it isn’t…” was launched last year and has had a significant impact, with 86% of the target audience admitting that the film has made them reconsider the dangers of cycling under the influence. Moreover, 85% of respondents reported being motivated to discourage their friends from drunk cycling.

The campaign was originally inspired by a survey revealing that 30% of the target demographic had struggled to control their bicycle due to alcohol at least once in the past year. Mikkel Elung, Creative Director at Pong, attributes the campaign’s success to its relatability, as it was created in a style similar to the content young people typically share with their friends. The campaign has achieved a notable impact, marking a significant step towards promoting road safety among the youth.

Find more from the Rådet for Sikker Trafik (Denmark, 2023)