Y&R Miami launched a PSA campaign on behalf of We Save Lives, a non-profit created by Mothers Against Drunk Driving founder Candy Lightner dedicated to campaigning against drunk, drugged and distracted driving, entitled “Reflections from Inside.”
The title refers to the live footage of Kris Caudilla, a convicted drunk driver currently serving 15 years for vehicular manslaughter at the RMC Correctional Facility in Lake Butler, Florida, that greets patrons of an L.A. bar in the mirror of the men’s room. Caudilla explains who he is and reminds inebriated patrons to find a safe way to get home and to make sure their friends do the same. It’s a direct but powerful approach, catching drinkers off guard with the message. Many of them can barely believe the interaction is happening but seem to take Caudilla’s message to heart. For his part, Caudilla is very down-to-earth and approachable with the bar patrons; he seems to truly regret his actions and grateful to be involved in an effort to do some good by hopefully preventing those he speaks with from considering risky driving behavior in the future.
“We hope this message hits home in a relevant way and gives people the courage to intervene when they know someone is about to drive drunk,” said We Save Lives founder Candace Lightner. “We often hear from the victims of impaired driving but to our knowledge this is the first time a convicted felon who is now in prison has come forward to do a PSA about the tragic consequences of drinking and driving. We believe Kris’s message will save lives.”