Arrive Alive is a registered charity that strives to eliminate impaired driving in Ontario. Recently, the organization paired up with Toronto ad agency Cossette Communications for a campaign to raise awareness for drinking and driving.
The Arrive Alive campaign uses ambient advertising techniques. The piece focused on areas in Toronto that had streets lined up with bars and placed signs that were labeled "Funeral" on people's cars parked in front of these venues. The lineup of cars looked like a funeral procession. The idea was pretty clear. If you drive drunk in this car, it may just lead to your death.
The campaign was first issued in March during St.Patty's day and it will continue to go on for the remainder of the summer.
Arrive Alive Uses a Funeral Procession to Stop Drinking and Driving
Peter Vallas — June 16, 2011 — Marketing
References: arrivealive.org & scaryideas