Apologies for the somewhat convoluted heading. However as it turns out, the below image depicting a (presumably) able-bodied guy sitting in a chair with wheels attached to the sides, is far from a quirky gimmick to attract customers. In fact, it’s part of an advertising campaign by Australian agency JAM to convince punters that drinking and driving is a bad idea. This ambient portion is backed up by a print campaign, which you can read here or by clicking on the image on the right.

In a nutshell, the campaign is saying, “If you drink and drive you might end up in a wheelchair, and that would be awful”. Now, whilst I don’t disagree that the experience of suffering a spinal cord injury would be traumatic to say the least, I hate the constant perpetuation of the message that life in a wheelchair is akin to hell on earth. And that seems to be exactly what this campaign is insinuating.

What do you think?