Finding new ways to communicate public initiatives such as 'drink driving' will always be important to maintain a high level of awareness within society. The example above was created for the Mumbai Traffic Police in India by an Indian agency, Contract, a few months ago.
The coasters were printed using a special invisible red ink, which spreads only when moist; they were placed in prominent bars and when a member of the public placed their cold glass upon one, the red ink started to spread and the face starts to bleed. This is a great example of a concept that really creates a talking point - people will notice it and point it out to others, its memorable and attention grabbing , which is one way by which the campaign is effective. A new take on an existing effective approach - showing the repercussions of drink driving to hit the audience hard.