Businessmen and businesswomen in Japan go out after work every Friday night. To forget the pressure and stress of the workweek, they drink a lot. Often they aren’t able to go home, and so sleep on the streets. To discourage people from abusing alcohol, the Yaocho Bar Groups decided to transform drunk sleeping people into a living human billboard. The goal of these human billboards is to promote sensible alcohol consumption. This campaign encourages passersby to take a picture of the human billboards wherever they are and to post them on social networks.