To bring great impact to the campaign and draw the population’s attention to it, we developed an unexpected action: a huge 8 metre-high inflatable bottle with a real car inside. The piece was placed at the margins of a highway that gives access to Brazil’s main cities. The giant bottle was almost empty, with only a little liquid inside that simulated alcohol and conveyed the following message: “Any dose can be the drop that was missing. Don’t let drinking change your destiny”.

In three months of campaign, there was great spontaneous media throughout the country, influencing the population and public opinion. Several articles on the subject appeared on print media, Internet and there were even special reports in the country’s main TV channel: Globo TV Network. The campaign’s success was confirmed by the reduction in the number of deceased and wounded people (- 19%) and also by the smaller number of total accidents (- 18%).