1 / 4   SAB "RESPONSIBLE DRINKING" / Young Guy

These ads were filmed at an actual roadblock. We worked hand-in-hand with the police and Alcohol Evidence Centres. The actors were not given all the information so that they(remove this word) their reactions would be genuine.

2 / 4   SAB "RESPONSIBLE DRINKING" / Old Guy

These ads were filmed at an actual roadblock. We worked hand-in-hand with the police and Alcohol Evidence Centres. The actors were not given all the information so that they(remove this word) their reactions would be genuine.

3 / 4   SAB "RESPONSIBLE DRINKING" / Woman

These ads were filmed at an actual roadblock. We worked hand-in-hand with the police and Alcohol Evidence Centres. The actors were not given all the information so that they(remove this word) their reactions would be genuine.

4 / 4   SAB "RESPONSIBLE DRINKING" / Regret Nothing Website

In South Africa, Thursdays seem to be the big drinking day. 5FM, the national radio station, even named it Phuza Thursday. We wanted to have a counter to this day to encourage responsible drinking. So we started a movement called No Regret Friday and launched it with this website. The website invited everyone to pledge their support to responsible drinking. It also asked people to share their experiences and stories.