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 personalise the message to warn their friends about the consequences of drunken driving.

Thanks to this campaign, people are more conscious about the consequences of driving under the influence of alcohol.