This focused on people’s perceptions, by securing real responses and reactions from the public. By looking into drink driving by tackling the specific area of alcohol. To see how people react to a drink being more than tripled in price.
Filming customers at Blue Monkey Brewery-The Organ Grinder Pub gained qualitative data, where the barmaid’s were requested to ask their customers an extortionate price for their drinks and the customer’s real time reaction captured.
The customers captured were men, there were no women. A range of interesting reactions and shots were secured so there was sufficient visual and audio footage to make a drink-driving advert (DDA).
Shocking people on a more sophisticated level with making them believe the price being asked is real, getting an honest reaction from the customer proves graphic images doesn’t need to be shown to shock an audience. Showing people the consequences of drinking and how much it will cost them and what they could lose.
From reactions to artefact one women seem to not take full responsibility for their actions as highlighted by Don't jail my mum: Judge spares drink-driver after girl, 14, sends him pleading letter by Rob Cooper, which supports there being no women customers.
Quantitative data was used to secure feedback via a questionnaire within an observational focus group with an equal number of men and women, to compare different thoughts.
Which lead to the interesting findings:
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