Description of the project

Drunk Driving is one of the world biggest problems. On 2011 over 34% of drunk drivers between the ages of 21 and 25 years old ended up in a fatal crash. It was also reported that these accidents were four times higher at night than during the day (37 vs 9 percent). And to make matters worse, one third of those drivers are repeat offenders.

creative execution

Volkswagen and MADD, a group that supports victims of drunk driving and prevent underage drinking, came together to bring a solution for this problem. We started with the first step to initiate the car, the key. We put a simple breathlyzer as a locker for the key which activates itself since 6:00 P.M. We called it “Breathe - get home safe”. To unlock this device young people must blow and be under the legal limit for driving.

We believe in “Breathe” not only as a device, but as a commitment for the young, other drivers and pedestrians, to stay away from the car when they’re drunk.

A small step that becomes a daily thing to make a world of difference, when all you have to do is breathe.