To illustrate this optical impairment, we employed a specially-created optical illusion at a place where we could have the complete attention of men – the restrooms of pubs and clubs. When viewed straight on, the poster shows a car in the distance. However when seen from the side, the car now protrudes out towards the viewer – clearly demonstrating how alcohol can severely affect your judgement.

By making men look twice, we got them to think twice before drink driving. After the posters were put up, valet services at these pubs and clubs went up by an average of 30%, meaning men were no longer under the illusion that they could drive home safely if they drank.