AlcoSense Laboratories Media Campaign

According to the Polish police, over 90,000 drunk drivers were stopped in a year. A large number of them were not aware of their intoxication.  In 2023, there were 212 people who died in accidents cause by intoxicated drivers – more than 10% of all road fatalities.

Without using Paid Media dollars, AlcoSense Laboratories, a manufacturer of personal breathalyzers, wanted to raise awareness about the “morning after” or “unaware insobriety” effect. The company asked SAROTA PR to help educate and explain the phenomenon occurs when someone feels fine the morning after drinking but unknowingly remains under the influence of alcohol while driving.

In the past, the media focused on tragic consequences when talking about the problem of drunk driving. Sarota conceived a strategy that would draw attention to prevention.  The main part of that task was to draw attention to the problem of unaware insobriety.

The strategy was to engage media, specifically targeting large, opinion-forming outlets.  It would also leverage an current, high-profile media topic in Poland of car confiscation penalties. The controversy around the legislation was already getting significant media attention from the public and drivers.

Sarota used the topic of regulations as a trojan horse to get more attention to their message of unsobriety awareness.

There were several tactics that were activated as part of the solution.

Survey: To reinforce the message and collect valuable data for the media, Sarota conducted survey of representative drivers to develop unique data highlighting the problem

Independent Experts: Three independent experts were invited to amplify and lend credibility to the message

Press Materials & Events: A press event was held with journalists to present the survey.  In addition, 12 press materials were created with a message about unaware insobriety and the ways to avoid it.

Social Media: To support media activity, 20 posts were created with supporting messages.

There were 421 publications with messages about unaware sobriety on the Internet, press, radio and television.  It also included 8 of 9 titles from Mediapanel’s Top 20 and leading automotive media. There were also 4,374 publications  in the naszemiasto.pl local network.

For the social media relations, 593,000 views on social platforms with 17,900 interactions.

Overall, a total of 5.3 million people were reached with the campaign.