Let me begin by saying that it is me in the poster below on a bad photo shoot day. The campaign was created by The Media Network, Inc. for the National Highway Traffic Safety Admistration (NHTSA) to promote among U.S. Latinos sober driving after Cinco de Mayo celebrations.
NHTSA’s web page provides the following explanation:
Cinco de Mayo has become a big night out for many, particularly young adults. But it is also a very dangerous night out because of alcohol or drug impaired drivers. Those celebrating this year should be sure and designate their sober driver in advance – before the festivities begin.
From 1999 to 2005, an average of 43 percent of all highway fatalities each year on May 5 and overnight into the early morning on May 6 were caused by impaired drivers with blood alcohol content (BAC) levels of 0.08 percent and above, according to the National Highway Traffic Safety Administration (NHTSA).
“I am the designated driver”
This poster/print advertisement represents a very common way among Hispanics to make sure an individual is sober: “make the number 4 with your legs and don’t fall”. Placement of this creative would be most appropriate in restaurants, local bars, supermarkets, street fairs, parades, retail establishments that sell alcohol and publications targeting adults