This poster/ad is aimed at audiences with lower levels of literacy by focusing on visually depicting a fatal connection between driving drunk and a crash.  It plays on a popular Halloween theme that associates skeletons with death, but also ties-in with the traditional iconic element of the Hispanic celebration of "Día de los Muertos." Placement of this poster will be appropriate in places that sell alcohol, i.e. at locations where people have to decide if it is worth the risk to drive impaired. It is also appropriate at places where Hispanics seek information and services in Spanish, such as community centers, health clinics, embassies or consulates.

This piece makes a direct reference to traffic safety crashes by depicting two crosses at a roadside signaling the place where people were killed in a car crash. It ties-in with the Hispanic celebration of the "Day of the Dead," when loved ones are remembered and honored with flowers. Backed by the campaign slogan "Buzzed Driving is Drunk Driving", the copy reads as a hopeful wish for all to reach the festivity alive, implying the need to take precautions and not drive impaired. Placement of this poster might be appropriate in places where Hispanics seek information and services in Spanish-, such as community centers, health clinics, doctor’s offices, embassies consulates.