A disturbing special effect sets the tone and message for the UK's first national drug driving campaign

Since the 1960s, the Central Office of Information had been producing campaigns that not only made it clear that drink driving was illegal, but also helped make it socially unacceptable. But it wasn't until 2009 and the launch of this campaign that significant attention and resources were turned to drug driving and its equal penalties.
To get the attention of twentysomethings, a sense of quiet unease is used instead of crash-bang shock tactics or draconian messaging. The special effect that enlarges the car passengers' eyes works in several ways. It offers a visual double-take, draws attention to the ad and makes it memorable. It emphasises the message that pupil dilation caused by certain recreational drugs can be a giveaway to the police. And as 'windows to the soul' they elevate our perspective into the drivers' dawning realisation that his night out is going to have a difficult comedown.

Public information film warning against drug driving - four young adults in a car have enlarged eyes. The voiceover details how the eyes can reveal drug-taking to police.