The argument “Bad things happen if you drink and drive” doesn’t work for the average Latvian, let’s be honest. So, instead we asked: “can you afford this?”.

A variety of alcoholic drinks were offered with price tags showcasing ridiculous yet real expenses drunk drivers could encounter. That was when people started to listen. The campaign had an online shop that later was brought to life. Lawyers and ex-drunk drivers transformed into influencers. All that to show – drunk driving is an expensive joy.

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