December is when 80% of the people going out to celebrate festive season but however statistics shown that it is the time with the highest rate of vehicular deaths caused by drunk driving. So while drinkers are enjoying their celebration, we want to make them realize the magnitude of the problem and aware of how horrific drunk driving is.

We thought that the posters should have a stunning visual in order to trigger drinkers’ attention, so we visualized the idea that choosing to drink and drive was merely the same as choosing to take their own lives. The dark tone of photographic style was used to tell the story of how the dark side of alcohol could conquered the drinker’s mind and caused them to make unconscious decision to drive drunk, which led their path of life to end. Also the idea was portrayed through different kinds of drinkers to reach different audiences.

As of 31st December 2012, a month after launching the campaign, over 240,000 drinkers exposed to this campaign and the rate of vehicular deaths decreased by 9% compared to last year.