‘Think! Drink and Drive’ stunt: Effective or ignorable?

— From Jimmy

It has become somewhat of a tradition that in the run up to Christmas media exposure surrounding driving under the influences increases. Being that people somewhat expect to be exposed to such campaigns, the need to be more creative also increases.

A recent installation from the government’s Central Office of Information has attempted to acheive this. The added creativity here not only publicises that negative impact of driving under the influence but incorporates a hidden message that hopefully makes people think about the subject in hand rather than just being exposed to it.

What do you think?  Is this sort of campaign more effective or do you think the overload of anti-drink driving campaigns makes people impervious to its message?