Mumbai Traffic Police Combat Drunk Driving

By: Cowbag - Published: Oct 17, 2008   Updated: Mar 24 2011 • References: scaryideas
The Mumbai Traffic Police printed coasters using a special invisible red ink which spreads only when wet--for example, when a drink is placed on them.

The Mumbai Traffic Police placed these coasters at tables and bar counters in the city. Any customer using them as a coaster is then instantly reminded of the horrific consequences of drinking and driving.

Implications - To make drunk driving campaigns stand out, marketers must push the creative envelope in a way that won't feel preachy to drinkers. By using printed coasters that change color and mimic blood when they're wet, the Mumbai Traffic Police reinforced the deadly consequences of drunk driving in a pervasive way. Stats for Bleeding Drink Coasters Trending: Older & Chilly
Research: 7,823 clicks in 396 w
Interest: 4 minutes
Concept: Bleeding Drink Coasters
Related: 39 examples / 30 photos
Segment: Neutral, 18-35
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