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Mirror, Mirror on the Wall, Who's the Drunkest of Them All?

In Cape Town, a Taxi Company Reminds People Not To Drink and Drive

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Drunk driving makes you a criminal

Cape Town's public transportation is largely unreliable and unsafe, and so people who go out on the town tend to take their chances by driving their cars under the influence of alcohol. City door-to-door-taxi company Rikkis wanted to target that group in the restrooms of popular nightspots, close to where the company's phones are installed. Posters featuring the height gauge commonly associated with police mugshots were printed in reverse and positioned opposite mirrors. People looking at themselves in the mirror would look as though they were posing for a mugshot and could read the message, "Drunk driving makes you a criminal. Give us a call and get home safe."

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