In a city where drinking and driving are as common as beans and rice, we needed to find a way to get people's attention and show the consequences of their actions. In order to do this, we partnered with Bar Aurora and Boteco Ferraz and added the real costs of drunk driving to their customer's bar tabs. This was accompanied by the message that driving home drunk that night could be more expensive than they think. We encouraged people not to drink and drive and in return, we saw an 80% increase in the number of cabs called from our locations and we received well over 200,000 hits on YouTube for the action.