To reach a young target audience the taboo concerning alcoholism was broken by humor. It was done with a surprising media idea that functioned where one winds up after drinking too much: under the table.

A large amount of attention was generated with a minimal budget: through reports in local media the stickers became collectors items. As a result of the huge demand, stickers were issued in the bars that guests attached under tables, on toilet bowls, on the ground, etc., throughout the city.