To raise social awareness of the drunk driving problem in Russia.

Each focus group received its own unique message. A 12-meter (40-foot) bottle filled with crashed cars from real road accidents grabbed the attention of the leading mass media covering the First Global Ministerial Conference on Road Safety. Then it was relocated to a busy highway. Drivers were cautioned by outdoor advertisements and by popular radio station reels. Families watched reels on TV and in cinemas. Drivers read graffiti on the gates of their garages. Web surfers visited the site and discussed the project in social media.

The awareness campaign was covered by the leading mass media, got more than 74 million contacts with the audience and was widely discussed. Millions of drivers in Russia got a warning from the installation, which was also noted by the officials responsible for global road safety. The number of people killed because of drunk drivers fell by 28% in December 2009 and by 48% in January 2010 compared with the same periods of the previous years.