About anti-drink campaigns and shock tactics. Is it sometimes too much?

    We have recently discussed about tactics and approaches that can be used in advertising. From what we've seen in the last years, all the anti-smoking and anti-drink advertisments try to be as shocking as possible in order to reach their targets. We think it is perfectly normal since those who smoke or drink in excess because they are not well informed about these dangerous habits are way too few, so playing the shock card is mainly the only way. But we've also noticed that people got used to the shock when it comes to this type of campaigns.
   Here is an example of an anti-drink driving campaign targeting men with a shock tactic which is a little bit exaggerated in our opinion, but since it's just launched, we'll wait for the results before judging it.
   THINK! Campaign was launched on 7th of June by the Department for Transport in UK with the aim to convey the potential drink driving after a night out. Using a false mirror with the shape and size of a car windshield installed in the men's toilet, a life size human mannequin was at some point smashed through the fake mirror when the men were washing their hands. Sound effects of a car accident were also added. The result is quite shocking, as it was intended.
       The credits for the creative concept and the execution go to the agency Leo Burnett London. The campaign will be also supported with print and radio.

Source: http://www.marketingweek.co.uk/news/anti-drink-driving-campaign-targets-men-with-shock-tactics/4006943.article

          Can anti-drink campaigns get more shocking than this one? Do they have to do it if they want to be effective? Shouldn't be a bottom line somewhere, though?

          Raluca Apetrei