The end justifies the means/media.

That is how this action came about. It was basically a matter of generating a new medium, something like advertising in photo albums which are posted in the social networks (Facebook, Flickr, Twitter, etc.) by users. The idea is to “intrude” in the albums of photos showing celebrations, where people generally appear drinking alcohol, to convey a blunt message on the consequences of driving under the influence of alcohol.

Those who decided to cooperate and take part in the campaign were given access to a microsite (http://www.lanochedemivida.es) where they could recreate an accident with their own cars to add to their album of photos of a night of partying. Then users could personalize the message to warn their friends about the consequences of drunken driving.

The real merit of the proposal was the strategy used in order to catch those viewing the albums unaware. Almost inaugurating a new medium, incidentally, on a budget of zero. Also interesting was the proposal to build a campaign by piggybacking users, meeting the objective of warning the receivers of the message as well as the senders.