Japan is one of the safest countries in the world, but behind closed doors Japanese women are becoming increasingly vulnerable. Excessive alcohol consumption is fueling a rapid rise in domestic violence. To address the issue, Yaocho, a bar chain in Tokyo, started a socially conscious campaign encouraging responsible drinking. We designed a series of traditional coasters using portraits of typical Japanese women. The coasters were printed with a thermochemical ink technology that would shock patrons into drinking responsibly. Whenever a glass was placed on the coaster, the coldness of the glass would make the ink react, revealing cuts and bruises on the woman’s face. Every time drinkers raised their glasses they were confronted with a shocking image, completed by the line: Don’t let excessive drinking end in domestic violence. In this campaign each downing of a glass metaphorically demonstrated a woman being hit in the face.
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