Aware that at the end of the year an alcoholic is faced with several celebrations and parties where alcohol is involved, this film was released on the last week of 2012. It is also at the end of the year and in at the start of the new year that people make new resolutions. Therefore this film was created to advertise the power of change that the 12 step program can have on an alcoholic's life.

The media team implemented the first plastic cooler with sound. And put that in the hottest bars to show people that drink and drive never ends well.

We started a conversation about the dangers of drinking and driving. And this conversation happened at the most important moment for this topic: when people were actually drinking. About 60% of the people who were impacted by this action took a cab home.