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Combat the problem of sleeping drunks

Combat the problem of sleeping drunks

05 June 2014 | Lloyd Hughes

Passing out drunk in the street is never a proud moment in anyone’s life. Amongst my friendship group, if you’ve had one too many sherries the night before and you’re not entirely clear about what went on, the feeling of ‘uh oh, what happened?’ is known as the ‘fear’.

Imagine the fear scenario then, when you realise your drunken antics have been enshrined forever as part of an alcohol awareness campaign.

If you’re in Tokyo, this could actually happen. It seems that passed out drunks are becoming increasingly problematic in Japan. Apparently Tokyo’s businessmen and women are prone to smashing back too much saké after a hard shift in the office, which has resulted in slumped over messes of unconscious humanity becoming ever more frequent sights on the capital’s streets.

Yaocho, a Japanese bar chain, recently employed Ogilvy & Mather to develop a stunt that would help to spread awareness of the dangers of excessive alcohol consumption as well as providing a suitable deterrent to would be ‘slumpers’.

O&G came up with the Sleeping Drunks Billboard campaign, where the inebriated denizens of Tokyo are framed (billboard style) wherever they’re lay, with a hash tag prominently featured alongside. The hash tag reads #nomisugi which basically translates as ‘too drunk’. Passers-by are then encouraged to upload photographs of the unfortunate boozers to social media so as to shame them into improving their behaviour. With Japanese society being heavy on ‘honour’ they’re sure to have an impact.

A nice PR stunt with a solid message. And one which I’ll bear in mind should I ever find myself drinking within sight of Mount Fuji.