The Alcohol Barrier Stops Drunk Drivers Before They Can Drive
Alexander Lam — May 30, 2013 — Marketing
In order to stop drunk drivers, ad agency Publicis Brussels decided to literally stop them with the Alcohol Barrier. Positioned at the exit of a club's parking lot, the barrier only lets sober people through. In order to get past the barrier, drivers were required to blow into a breathalyzer which only lifted the gate if the test was negative. If successful, the barrier glowed green and allowed you to pass. Otherwise, it glowed a bright red.
The barriers were installed in Belgium's most popular club called ‘Carré’ during their 22nd anniversary event. Since 33 percent of those killed in automobile accidents during weekends are under 25, The barrier was erected to nip the problem in the bud. The Alcohol Barrier successfully diverted many drunk drivers with 10 percent of drivers failing to get past the barrier.
The barriers were installed in Belgium's most popular club called ‘Carré’ during their 22nd anniversary event. Since 33 percent of those killed in automobile accidents during weekends are under 25, The barrier was erected to nip the problem in the bud. The Alcohol Barrier successfully diverted many drunk drivers with 10 percent of drivers failing to get past the barrier.
Trend Themes
1. DUI Prevention - The Alcohol Barrier demonstrates a trend in using innovative technology to prevent drunk driving and promote road safety.
2. Breathalyzer Integration - The integration of breathalyzer technology into physical barriers presents an innovative solution for testing alcohol levels and controlling access.
3. Sobriety Verification - The Alcohol Barrier exemplifies a trend in using verification methods, such as breathalyzers, to ensure individuals are sober before granting access.
Industry Implications
1. Automotive - The automotive industry has an opportunity to incorporate breathalyzer technology into vehicles to prevent drunk driving incidents.
2. Hospitality - The hospitality industry can implement alcohol-testing barriers in parking lots of establishments to promote responsible drinking and prevent accidents.
3. Advertising - The advertising industry can explore creative ways to raise awareness about drunk driving and promote the adoption of innovative prevention measures like the Alcohol Barrier.
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