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.
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