# Terrifying Tattooed Campaigns These Mothers Against Drunk Driving Ads Send a Direct Message By Leslie Chen | Published 2011-10-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mothers-against-drunk-driving-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/mothers_against_drink_driving_kia_granny) & [innoceancanada](http://www.innoceancanada.com/) The newest Mothers Against Drunk Driving ads reveal in a direct approach the effects of getting behind the wheel while inebriated. Created by advertising agency Innocean Worldwide, the ads feature three different people [tattooed with their loved ones](https://www.trendhunter.com/trends/whopper-tattoo). One of the ads features a man with a tattoo of his grandmother on his arm. The copy, "the consequences stay with you forever," are clearly taken to heart in these ads. Sending its message clearly with such direct imagery gets to the point of the ad right away. These Mothers Against Drunk Driving ads remind everyone that [drinking and driving](https://www.trendhunter.com/trends/winter-water-safety) is never the right choice. **Implications** - [Advertisements conveying serious subject matter](https://www.trendhunter.com/trends/project-yellow-lights-love-story) in a relatable way will reach a greater number of consumers. Utilizing everyday situations more frequently could help a company get their message out there more effectively. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 29% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Direct Imagery:** Using direct imagery in advertisements can effectively convey serious subject matter. - **Relatable Messaging:** Creating relatable messaging in ads can reach a wider audience. - **Everyday Situations:** Incorporating everyday situations in advertising campaigns can enhance message effectiveness. ### Sectors Adopting This - **Advertising:** The advertising industry can utilize direct imagery and relatable messaging to communicate impactful messages. - **Public Safety:** The public safety sector can utilize direct imagery and relatable messaging to raise awareness about important issues. - **Non-profit:** Non-profit organizations can employ direct imagery and relatable messaging techniques to increase their outreach and impact. ## Related on Trend Hunter - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Tattoo-Covered Beer Packaging](https://www.trendhunter.com/trends/86-tattoo-limited-edition.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Transformative Survivor Tattoos](https://www.trendhunter.com/trends/mark-of-life.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md)