# Slumbering Drunks Billboards The 'Sleeping Drunks' PSA Shames Citizens into Behavior Better By Vasiliki Marapas | Published 2014-05-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sleeping-drunks References: [adweek](http://www.adweek.com/adfreak/drunk-people-passed-out-japan-get-turned-psa-billboards-while-they-sleep-158008) & [youtube](https://www.youtube.com/watch?v=tBaoKVZVyMc) The 'Sleeping Drunks' campaign features thousands of unassuming, slumbering folk. You've probably heard the phrase "drink till you drop," but in Japan, it's a lived reality. Hardworking citizens let their hair down on the weekends, drinking so much that instead of making their way home, they turn the sidewalk into a makeshift bed. Agencies [Ogilvy & Mather](https://www.trendhunter.com/trends/hiders-keepers) and Geometry Global teamed up with Japanese bar chain Yaocho to give us a glimpse at the sleeping drunk phenomenon. The campaign frames these passed-out people with white tape, turning them into a live-action PSA billboard. The billboard is completed with the hashtag #NOMISUGI, which translates to "too drunk." Unsurprisingly, the [improvised advertisements](https://www.trendhunter.com/trends/outdoor-advertising-campaign), which attempt to shame citizens out of their bad behavior for fear of turning into the next billboard, have become [Instagram](https://www.trendhunter.com/trends/unusual-your-usual-campaign) fodder for many. While it's impossible to tell if this campaign is staged or not, the hilarious video is still worth a look. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 18% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Sleeping Drunks:** Opportunity for public safety campaigns to shame citizens into better behavior by highlighting the consequences of excessive drinking. - **PSA Billboards:** Potential to utilize billboards as a creative medium for delivering important messages and raising public awareness. - **Social Media Fodder:** Growing trend of campaigns and advertisements going viral on social media platforms like Instagram. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies to create impactful and attention-grabbing campaigns that raise awareness and encourage behavior change. - **Public Safety:** Potential for public safety organizations to leverage creative strategies to educate the public and promote responsible behavior. - **Social Media:** Opportunity for social media platforms to embrace and encourage the sharing of unique and engaging content, such as viral campaigns. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Japanese-Inspired Seltzer Launches](https://www.trendhunter.com/trends/unusual-your-usual-campaign.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md)