Although the MADD Fall 2011 ad campaign does not set out to compare the regret of getting a tattoo to the regret of driving while drunk, there are some superficial similarities there that will surely drive home the message. Ultimately, the MADD Fall 2011 campaign shows how permanent the guilt is over killing someone because of drunk driving.
Conceived and executed by Canadian ad agency Innocean Worldwide, the MADD Fall 2011 ad campaign reads, "The consequences stay with you forever. If you drink, don't drive." Although not as gruesome a campaign as it could have been, it still strikes a cord. It is this emotional impact that Mothers Against Drunk Driving hopes to create in order to stop people from making terrible decisions while drunk.