Ogilvy in Brazil have created a very inexpensive awareness campaign for preventing drink-driving in Brazil, which recently implemented a zero tolerance towards the problem. The ‘$73,000 Bar Tab’ was inflicted upon patrons as they finished their tabs at the end of their evening at two highly populated bars in Brazil. The bar tab illustrated the high costs which results from driving home drunk. After the initial shock of ‘the $73,000 bar tab’, the patrons themselves became aware of the consequences involved in driving home under the influence of alcohol.
What I love about this campaign is it effectiveness in delivery and timing, as it affects its audience at the exact time when they make such decisions, as to risk their lives to drive home drunk.
Source: Digital Buzz Blog