Dancing avatars to discourage drink driving

Asia Pacific Breweries (APB) has launched an interactive online campaign which aims to promote responsible drinking, so people get home safely after a night out.

The number of drink-driving accidents has been on the decline from 2009 to this year. According to Traffic Police figures, 674 people were arrested for drink driving in the first three months of the year, down from 720 in the same period last year.

This year, four people have died and 18 were injured in drink-driving accidents from January to March, compared to seven deaths and 42 injured in drink-driving cases in the same time period last year.

Still, Mr Gerard Ee, chairman of the Public Transport Council, said that awareness of the issue is key.

"People read about cases in the media and get shocked about the realities of drink driving, that it can cause death," he said.

Though the number of cases has declined, he said that "the numbers are still pretty high... People are still taking the risk".

Mr Ee said that it is important for those who choose to drink to behave responsibly. That means they should choose an alternative mode of transport, such as taking a bus or a taxi, when heading home.

For the APB campaign, participants create avatars online, and send them to dance in a conga line on endlessconga. com

Participants get to create their own messages about drink driving and getting home safely after drinking, which are visible to other participants.

An APB spokesman said that the campaign allows users to share their thoughts about drink driving, and read other users' thoughts as well.

As of press time, the number of people in the conga line was just over 3,000. Those living in Singapore, Thailand, Indonesia and Vietnam stand to win prizes - from Lomo cameras to iPads - by joining the conga line.

chanch@sph.com.sg


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