Passed-out drunken people are a common sight in most Tokyo streets, especially during weekends when hard-working people let out all their stress by drinking the night away. But this hasn’t always led to wise decision-making for these people, and an organization that wants to combat excessive drinking has found a way to turn this “phenomenon” into an alcohol awareness campaign.
The Yaocho Bar Group wanted to show what is considered “normal behavior”, which is passing out drunk in streets, as an embarrassing and abnormal occurrence. Using duct tape and printed cardboards, group members went around Tokyo and used the unconscious drinkers as part of their impromptu ads showing cautionary tales about the dangers of over-drinking. A video compilation of the human billboards was created by global ad agency Ogilvy & Mather and Geometry Global and posted on YouTube. They also had the campaign go viral by encouraging people to take pictures of the sleeping drunks they find on the streets and upload them on their preferred social networks and using the hashtag nomisugi (“too drunk”). They said the purpose for this is to “shame people” into being responsible drinkers, especially in a society that values honor above all else.
Japan is considered a heavy-drinking country, and while not all those who drink are considered alcoholics, both social media and the government have been focusing lately on curbing alcohol abuse. There are many Facebook pages dedicated to showing pictures of drunken office workers in embarrassing situations. The government has also implemented an anti-alcohol abuse law where those who are found to be regularly abusing alcohol as people with a disorder and their treatment should also be supported just like with other diseases.
[ via RT ]