Participants taking the Market Research and Advertising classes were all focused on a project about drink-driving problem on the Fontainebleau campus. One of my best INSEAD friends' groups won the contest. Their campaign will be rolled out next year I believe.

Some of the causes that they have listed are as follows:
- people socialize at parties
- there is alcohol on offer at parties
- people live in scattered places around the countryside
- There is no good bus service outside of town and no reliable taxi service at night
- People want flexibility and do not carpool with a non drinking driver very often
Apparently, on average, people drink-drive up to twice a week and there are about 52 minor road accident each year. That would be one incident a week.

I remember that upon arrival I faced one of the most intense emotional moments of the year: reading a letter from an Insead participant’s mother. She had lost her son in a car accident, while he was studying at Insead. The MBA Office representative contributed to this feeling of uneasiness by indicating that she would love to meet all our parents but not if it is to take them to hospital.

Yesterday, I met some friends for dinner in town at La Villa before going to the eXtreme Party. One of them had more than two glasses of wine and a beer at the restaurant and more drinks at the party before driving home.

I took part in a couple of focus groups, both on the Market Research side and on the Advertising side. How can we change this situation? Who to target, with what means to be most effective? - next year's campaign is targeting the host of the party.

I lost a father to a driving mistake – and he was not in the driving seat. Just in case you forgot, we have only one human father. His best friend soon followed him into the grave in very similar circumstances. A truck driver fell asleep at the wheel, knocking out a few cars along the way as he led his vehicle off road.

That’s already a lot for one life, don't you think?

Be responsible. If you must go wasted, don’t go driving.