To illustrate the danger of drink driving, a paper car was parked outside pubs. On the car was a line that reads: “Don’t drink & drive”. Here, the media is an integral part of the message - if people choose to drink and drive, they may end up dead and drive a paper car that's meant for the deceased.

The number of drink driving incidents in the capital was reduced by 20% during the period. Not to mention that it was talked about by most of the pub patrons where it was parked.