Drink-driving has become a major problem in Mexico, particularly among young people. Previous campaigns have had a relatively low acceptance, because they were perceived as 'holier than thou' preaching.

It was thus decided to approach young people using dark humour in a way that would forego self-righteous lecturing, and to create an amusing yet shocking site that would get the message through. The site presented a fake online apparel store for people crippled after road accidents. Real medical, statistical and legal data on drunk driving was included, albeit in a black joke tone.