One in nine traffic fatalities is due to drink driving. Most of these preventable accidents are caused by young drivers. In response to this, the Malteser Ambulance Service Frankfurt commissioned an instant appeal to young drivers' sense of responsibility, combined with an attention-grabbing drive-to-web impulse. By using labels of well-known liquor brands, we created typographical collages. Thus, in a very graphic way, individual letters combine to spell out the medical terms for life-threatening injuries.

By using labels of well-known liqour brands, we created typographical collages. Thus, in a very graphic way, individual letters combine to spell out the medical terms for life-threatening injuries.On top of classic print ads in daily newspapers and entertainment guides the challenge consisted in addressing the target audience where they are close to the problem: a regional movie spot was used on video portals and virally as well. Give-away postcards were made available in cafés and pubs. Posters were placed in restrooms of discos and bars, big size posters were put up at parking lots near popular nightlife locations. Moreover, an interactive internet banner appearing on web pages informing about nightlife, parties and music events, was to create awareness within the target audience as early as when they were online, still planning what to do with their free time.