The document discusses a campaign against drinking and driving. It provides a brief history of drinking and driving, noting that it began before cars existed and was not regulated until the late 1960s. It describes several previous campaigns from organizations like MADD to reduce drunk driving by increasing awareness of the dangers. The document then analyzes the target audience and outlines a communication plan including interactive exhibits at events. Finally, it provides statistics on drunk driving accidents and deaths to emphasize the severity and prevalence of the issue.