The craft beer company has launched an initiative in Brazil to raise awareness of the dangers of drink driving. The brand hacked the Waze GPS software to alert motorists of previous incidents caused by drink driving. The project, called 'Throw Back Crash', created by Leo Burnett, mapped the location of 50 previous crashes linked to alcohol intoxication and reported them as recent accidents on Waze, complete with a message warning users not to mix alcohol with driving. The initiative taps into the popularity of an app that drivers commonly use to avoid police blocks to get people’s attention when they’re on the road and uses the reminder to send a message of responsibility in that specific occasion.

According to the World Health Organisation, Sao Paulo is the state with the highest number of road traffic deaths in the Americas, and drink driving is the second largest cause of these deaths. People want brands to be more ethically-minded and responsible, especially when it comes to problems they contribute to. This is particularly important for alcohol and tobacco brands, as consumers are increasingly looking for companies which demonstrate an interest in their quality of life. In response to this, Life insurance company Reviti, owned by tobacco giant Phillip Morris, tries to incentivize people to adopt healthier habits by offering discounts to consumers who make positive changes in their lifestyle.

Aaron Hanaphy is a behavioural analyst at Canvas8, which specializes in behavioral insights and consumer research. As a synth-loving semiotician you’ll either find him fiddling with filters or diving deep into the cultural nuances of anything from bad TV to brand language.