Being a public service activity, the idea had to be as cost effective as it was, well, effective. Often, warning messages such as these fall on deaf and, sometimes, tipsy ears. Everyone believes they are sober enough to sit behind the wheel. The key objective was to remind them, as simply and as clearly as possible that one drink can be one too many.

What better time to drive home a "Don't drink and drive" message than when people are about to do just that? And what better place than at a big and popular pub? The banged up key chains themselves were very evocative and provocative. They showed what a potential crash looked like. After a few drinks, no driver thinks thinks they're going to meet with an accident. The key chains made them visualize, 'What if?'

Party Club Drivers, the driver service we had tied up with, reported a spurt in calls (250% higher than average). Importantly, many of them were 'repeat' callers, which suggests that the key chains left behind as a reminder was working.

The Little Door, the pub we had associated with, got very positive feedback from its patrons for organizing this awareness drive.

The Hot Wheels 'Key Chain' activity was picked up and shared on various blogs as well as Facebook, Pinterest, Twitter, etc.