Responsible Drinking Campaign

In today's society, we are exposed to media on such a widespread scale that we can often become passive towards the messages that are being conveyed. The reason that the majority of drink driving campaigns appear to be ineffectual is due to the fact that they are viewed through mediums which exist within a context where the consumption of alcohol is not commonplace: posters in hospital waiting rooms, magazines at home, advertisements on television etc. However, if the viewer is confronted with that message whilst they are in the process of carrying out that specific action, then they may be more inclined to take notice and react. The image of the car is distorted through the physical act of opening the bottle; serving as a visual metaphor for the effects of driving whilst under the influence of alcohol.