In Puerto Rico, it’s a custom that all cars that participate in a funeral procession have a sign on their dashboard saying 'Funeral.' This was the perfect medium to transmit the message, as it represented the consequences of letting a friend drink and drive; if you do you will be part of their funeral procession. The signs were placed near popular pubs, where large amounts of our target consume alcohol.

After seeing the piece, the target commented on how it made them think about their responsibility if a friend gets injured because they let them drive drunk. Over 10,000 signs were placed in 50 pubs. We made 10,000 young adults think about the consequences; we reached our goal.