Every Christmas, fire-fighters in West Sussex look on in horror as the number of drink-driving-related crashes soars.
Motorists in their teens and twenties are particularly susceptible to seasonal recklessness, and the Christmas period is one of the busiest times for young driver car insurance claims.
All these crashes got East Grinstead fireman Gary Waters racking his brains for a novel new way of marketing the "Drink and Die" safety message to young people.
His solution: holographic beer mats.
"Every time I see people killed or injured in a crash with a drunk driver I want to warn others," said Waters.
And the truth, as they say, can occasionally be found at the bottom of a pint glass.
The hologram segues from a picture of young binge drinkers in a pub to one of a tragic car crash, in which all are seriously injured.
Both images have a caption - "Drink and Drive" for the first, and "Drink and Die" for the second.
Waters and his colleagues are distributing 46,000 of the beer mats to pubs and clubs in West Sussex in time for the festive season.
"I'm all in favour of these beer mats if the campaign leads to fewer motor insurance claims being made over Christmas," said Mike Page, spokesman for the young driver car insurance specialists at Hoot.
"Mind you, it seems a bit strange to market anti-drinking messages on an item you probably won't notice until you have a drink to put down," he ventured.
"I'd suggest putting a warning on the pumps instead but that might not go down too well with the landlord."