Festive seasons are an especially treacherous time to be on the road, as statistics show an increase in road accidents due to an escalation in alcohol consumption. The brief’s objective was to educate the public about this consequence of excessive drinking. The campaign also needed to communicate that drinking is acceptable, but drinking excessively is not.

A silhouette of a drink and its placement as a link between 2 colliding vehicles draws attention to the root cause of the accident. The illustrative style highlights the message in a simple and direct manner, while the red translates its alarming tone. The campaign message ‘know your limit’ compliments the visual by conveying that drinking is acceptable, as long as drinkers do not go overboard.

The campaign generated strong buzz as it stood out from the lack of awareness press ads and posters in drinking venues in the Klang Valley. The local Transport Ministry reported that the overall daily average road deaths for this festive season has dropped to 18.8, lower than the average in 2011.