About two years ago, Brazil instituted a zero tolerance policy on drunk driving. Despite the policy, over 35,000 people died of car accidents in Brazil last year, indicating that more needed to be done to support the cause.
Two popular drinking destinations in Brazil, Bar Aurora and Boteco Ferraz, were the perfect places to initiate this campaign by Ogilvy Sao Paulo. In Brazil, healthcare isn't always fully covered. Since fines and penalties haven't done much to scare people from drinking and driving, what if people were shown the amount it would cost them if they got in a serious accident? In Bar Aurora and Boteco Ferraz, customers received fake receipts that showed the staggering costs in health-related expenses it would cost them if they got into drunk-driving incidents. People were shocked and the campaign was highly effective.