This Tokyo Bar Designed Beer Coasters to Help Combat Domestic Violence
Katherine Pendrill — May 14, 2015 — Marketing
The popular Tokyo bar chain Yaocho has developed a campaign to help combat domestic violence in Japan with its startling set of beer coasters. Specifically focusing on the issue of alcohol and substance abuse in domestic violence cases, the specially designed "Violence Coasters" encourage patrons to drink responsibly.
While the coasters initially appear rather generic, when a cold glass of beer is placed on top the coasters reveal a far more shocking image. Through the use of thermochemical ink, the coasters display painful pictures of women covered in cuts and bruises, along with the message "Don’t let excessive drinking end in domestic violence". Each time a patron raises their glass, the images serve as a reminder of the devastating impact of domestic violence.
According to Yaocho's campaign video, excessive alcohol consumption is currently fueling increased instances of domestic violence in Japan at an alarming rate. Through its "Violence Coasters" the company hopes the socially-conscious campaign can help to combat domestic violence against women.
While the coasters initially appear rather generic, when a cold glass of beer is placed on top the coasters reveal a far more shocking image. Through the use of thermochemical ink, the coasters display painful pictures of women covered in cuts and bruises, along with the message "Don’t let excessive drinking end in domestic violence". Each time a patron raises their glass, the images serve as a reminder of the devastating impact of domestic violence.
According to Yaocho's campaign video, excessive alcohol consumption is currently fueling increased instances of domestic violence in Japan at an alarming rate. Through its "Violence Coasters" the company hopes the socially-conscious campaign can help to combat domestic violence against women.
Trend Themes
1. Thermochemical Ink Activations - Opportunity for businesses to use thermochemical ink technology to create interactive and engaging experiences.
2. Socially Conscious Marketing - Companies can leverage social issues in their marketing campaigns to raise awareness and drive positive change.
3. Addressing Alcohol-related Issues - Innovative approaches to tackle the negative consequences of excessive alcohol consumption in society.
Industry Implications
1. Hospitality - Hotels, bars, and restaurants can implement unique initiatives like themed coasters to promote responsible drinking and social awareness.
2. Printing and Packaging - Thermochemical ink advancements present opportunities for printing companies to offer interactive solutions for various industries, such as marketing and advertising.
3. Non-profit and Advocacy - Organizations focused on promoting social causes like domestic violence prevention can collaborate with businesses to develop impactful awareness campaigns.
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