To raise social awareness of the drunk driving problem in Russia. Reduce the number of people lost on roads because of drunk drivers during New Year and Christmas holidays. A 12-meter (40-feet) high bottle filled with cars crashed in real road accidents was noted by the leading mass media covering the First Global Ministerial Conference on Road Safety. Drivers were cautioned by outdoor advertisement and by popular radio station reels. Families watched reels on TV and in cinemas. Drivers read graffiti on the gates of their garages. Web-surfers entered the site and discussed the project in social media.

A 12-meter (40-feet) high vodka bottle filled with cars crashed in real road accidents was noted by the leading mass media covering the First Global Ministerial Conference on Road Safety. Drivers were cautioned by outdoor advertisements and by popular radio stations. Families watched reels on TV and in cinemas. Drivers read graffiti on the gates of their garages. Web-surfers entered the site and discussed the project in social media.

The monument, with the production budget $50000 and 0 media budget, became the driver of the drunk driving social campaign, having achieved 74 million contacts via leading mass media in Russia, apart from the passing by drivers resulted in a 28% reduction in number of people killed because of drunk drivers in December 2009 and in a 48% reduction – in January 2010, compared with the same period of last year's.