A coaster made from a car involved in a DUI accident serves a sobering reminder to patrons of one bar. Photo Credit
The purpose of any slogan is to captivate the attention of an audience. As a result, most slogans are catchy and memorable. Not only will such copy stay in the minds of the audience, but they will associate the message of the slogan with the brand, company, or product. However, the slogan of Arrive Alive and their current campaign is more haunting than most.
If you choose to have a few drinks at The Emmet Ray, a whiskey bar, you will notice that the coasters have the slogan “This coaster used to be a car,” etched on them. “This car never made it home” is printed below the slogan on the drink coaster. Another detail that will catch your attention is that the coasters are made out of fiberglass.
Recently, Arrive Alive has begun working with The Emmet Ray in Toronto to spread awareness about the dangers of drunk driving. These fiberglass coasters are just one aspect of their overall campaign against impaired driving.
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The whiskey bar hoped that these fiberglass coasters would encourage individuals to heed warnings to don’t drink and drive during St. Patrick’s Day weekend. The coasters at The Emmet Ray are made of fiberglass because Arrive Alive used former vehicles that didn’t arrive home due to drinking and driving to make the coasters. Many of the bar’s patrons have found the coasters sobering to look at. The physicality is the main reason the fiberglass coasters have managed to hit home for a lot of people.
According to Michael Stewart, the Arrive Alive program director, the fiberglass for the coasters come from an auto body shop located in Vancouver. The metal comes straight from vehicles involved in DUI collisions. Stewart says that the coasters have encouraged people to think more about how they can ensure that they get home safely after a night of drinking. At The Emmet Ray whiskey bar, the coasters encouraged patrons to have conversations about how they drive and how they got their license. According to Stewart, a fiberglass coaster is effective because “People can hold it, experience it and have a conversation around it.”
These drink coasters aren’t the first thing that Arrive Alive has made to raise awareness about impaired driving. A few years ago, Arrive Alive created Tiny Toy Cars, which are wrecked toy cars that were placed in Arrowhead Mills cereal. Arrive Alive handed out the cereal boxes to people at a Frosh Beer Fest at Centennial College in Ashtonbee. Stewart hopes that these campaigns are enough to convince people to plan ahead for a safe ride home before going out to drink and have a good time.
H/T Global News