The idea started by talking about what makes excessive alcohol consumption and then driving totally unacceptable. In all cases it was the insistence of the intoxicated person that they were fine to drive home, but also the view of the sober person and how unreasonable the drunk driver appeared to them. It also gave the opportunity for some people to look at themselves retrospectively.

A few weeks after the initial implementation, some nightclub owners asked us to remove the communication because they believed it to be negatively affecting alcohol sales at their venues. Our client saw this as a great achievement and urged us to find the next venue to approach with the idea.