A Life Sentence for Drunken Driving

In Malaysia, a Grim Sculpture Warns of Danger

Published: July 06, 2009

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

Drunken driving is a problem among young people in Malaysia. They have a tendency to feel fearless and invincible and believe nothing bad will ever happen to them. They seem to be unafraid of dying. HELP University College wanted to change that attitude and remind them that driving recklessly can lead to a fate they might consider worse than death.

HELP took a car that had been wrecked in a drunken-driving accident and converted it into what looked like a wheelchair. The sculpture was displayed in high-traffic locations in Kuala Lumpur. Next to it was a ripped off car door carrying the message: "Drink and drive and you might live to suffer the consequences."

~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.