Recently several news outlets have been reporting about an Australian-based Facebook group that advocates Drink Driving. What interests me from a marketing perspective, is the way drink driving campaigns have continually failed to deter significant numbers of people from continuing this behaviour. The Facebook group has over 25,000 members, and more than 50,000 Australians are caught driving over the legal limit each year.

So why have traditional fear-based anti-drink driving campaigns failed?