The action was to put giant glasses in some of the city’s strategic points where the youth frequently meets. We locked adolescents inside those glasses which are the typical glasses used to drink alcohol. On the glass you could read: Do not let it catch you. Walk away from alcohol and drugs.We also installed vinyls in over 400 different places around the city simulating the position of hands leaning over the wall in which people stand when they are feeling sick because of alcohol. On the ground there was a second vynil simulating vomit with a message that read: Do not let alcohol and drugs make you end up like this.This action was complemented with hostesses distributing sick bags, merchandising, as well as conventional publicity actions and other street events, and talks/discussions in secondary schools and training centres.

The effect has been astounding and groundbreaking. The campaign has been novel in its “spectacularity” and impact. It very graphically and directly visualises a social problem. It obtained more than 10 million impacts throughout the media and has been the most commented on news item on the Internet for various days in media in the region.In publicity, the economic repercussion, without cost, tripled the real budget of the campaign.Oroz, one of the reference points for graphic humour in Spain, dedicated a comic strip to us, for 4 consecutive days on one of the most widely circulated national newspapers.