First we had the typographic idea - we wanted to create classical ads and billboards. But then we had the idea to bring the message into its most relevant environment: the place where young people drink. To give the message to them before they get in their cars.

1. Over 27,000 contacts during the four weeks of the promotion.2. Large PR coverage in local and national newspapers.3. Extra PR in local magazines and on radio stations.4. The clickrates on www.malteser.de during the promotion were 16% higher than in the previous months.5. We don’t know how many decided not to drive home after drinking.

But if it was only one person, it was worthwhile.