China launched a nationwide anti-drunk driving campaign recently, accompanied by fierce new slogans.

Out of the many warnings placed by traffic policemen in Jiajiang, Sichuan Province, two received wide attention.

“You have your room booked in hospital, drunk driver” and “You are driving your way to death after drinking” both received criticism from the public for being too violent.
Slogans, as a way to enhance anti-drunk driving campaign, are effective and necessary. However, one should be careful about the wording.

They don’t work if the wording is either too weak, or in this case, too strong.

Both of the slogans make a powerful impression, but the strong wording upset people. Such slogans on the road distract drivers, especially superstitious ones.

Public warnings can be done in a cleverer way.

For example, there is such a sign along the road on the west coast in the US, “ Drive straight if your car knows how to swim.”

Drivers would appreciate the humor and remember the advertisement.