How Bar Coasters Reduce Drink-Driving: Campaign Case Study

A coaster's job is usually simple: keep a ring off the table. But I once noticed one doing something else. It was a tiny message, just a few words under a glass, and for the first time I realized how powerful that moment is. People glance at coasters while deciding whether to stand up, reach for keys, or call a ride. That split second is everything.

This post came out of that tiny observation. It looks at a bar-coaster reminder campaign aimed at cutting drink driving, and why a small, well-placed nudge can change behavior. I’ll walk you through how the campaign was set up, why the design choices mattered, what impact was measured, how people reacted, and the practical takeaways you can use elsewhere.

I promise real, usable advice, not theory. Expect concrete examples, simple testing ideas, and scripts you can use if you run a pilot. I’ll point out what worked, what surprised us, and what to avoid. If you want to turn a humble coaster into a safety prompt that actually gets noticed, read on. This is about making low-cost, high-touch nudges that actually do something.

Campaign Overview: From Concept to Bar Top

Here’s how the coaster reminder campaign came together, and why the team picked coasters in the first place. The logic is straightforward: reach people where they’re making the decision to drive or not, keep the ask tiny, and make the next step easy.

The choices made early on shaped everything else. How big the rollout could be, what the tone of the message would sound like, and how success was measured all flowed from the initial goals. I’ll explain why bars were chosen, how partners were brought on board, and what success looked like from day one.

Practical details mattered as much as the message. Budgets were small, legal concerns needed checking, staff had to be briefed, and the team had to estimate how many coasters would be needed to cover a venue for a month. Those operational bits make or break a project, so they’re worth your attention.

This overview sets the baseline for the design, the impact tracking, and how the public responded. It flags the key decisions that influenced outcomes and highlights where you should focus when adapting the idea.

Campaign Overview

The campaign uses bar coasters as a cheap, in-the-moment reminder for people who plan to drink. The aim is simple: reduce drink driving by nudging safer choices at the moment they matter. Below are practical steps, design pointers, placement ideas, and ways to measure whether the idea is working.

Objectives

Prompt patrons to plan a safe ride home.
Make alternatives to driving visible and easy to use.
Give staff simple ways to reinforce safe choices.
Track engagement so the campaign can be improved.

Coaster Design Tips

Keep the main text very short, around 6 to 12 words. Examples: "Designate a driver. Call a safe ride." or "Plan your ride home. Scan for options."
Use large, high-contrast fonts so the message reads in dim lighting.
Add a single, clear icon to reinforce the point, like a crossed-out car or a key with a heart.
Include one clear call to action. Options include:
- A short URL or QR code linking to local ride services, taxi numbers, or transit times.
- A local phone number for a safe ride program.
Choose durable materials. Thick cardstock or waterproof coasters last through spills.
Keep it uncluttered. Too many logos or ads dilute the safety message.

Where to Place Coasters

On bar tops and busiest tables.
Near the door, coat check, and restrooms where people pass on the way out.
On ledges near pick-up points or taxi stands if the venue has one.
Handed out in batches with the bill at closing time.

Implementation Steps

Draft two or three message designs and run them by staff and regulars for clarity.
Print a small pilot batch and place them strategically for four weeks.
Train staff to mention the coaster when closing tabs or when patrons ask about rides.
Refill coasters weekly and rotate designs to keep attention up.

Measuring Impact

Use QR scan counts and unique short URLs to measure direct engagement.
Ask staff to note anecdotal conversations that the coasters start.
Run a short monthly customer survey, perhaps with a prize draw, to gather self-reported behavior changes.
Review results after six to eight weeks and tweak the message, placement, or CTA.

These steps keep the campaign focused, measurable, and easy to fold into normal bar operations.

Design Matters: Visuals, Copy, and Placement

Design decides whether people notice a coaster or ignore it. In a noisy, dim space a coaster has only a moment to work, so every visual and word choice matters. Simple often beats clever.

Practical constraints shaped the final layouts. Coasters must be readable under low light, stand out on busy tables, and survive spills. Ink costs, size limits, and durability influenced choices as much as tone. Placement strategy mattered too. A coaster is useless unless it lands in the right hands at the right time, so staff presentation and companion placements were planned carefully.

Below are concrete design and production tips, plus testing steps so you don’t waste a print run on something that disappears into the tabletop.

Materials and size

Pick materials that survive wet glasses and frequent handling. Options that work well:

Thick pulpboard or cardboard with a water-resistant coating; low cost and durable.
Cork or rubber-backed coasters for a longer life in busy venues.

Practical size guidelines:

Round: 95 to 105 mm diameter (3.7 to 4.1 inches). Fits most glassware.
Square: about 90 by 90 mm. Keeps the layout simple.

Tip. Add a 3 mm bleed to your artwork file for printing and keep important text inside a 5 mm safe area.

Message and layout

People glance at coasters for seconds, so say one thing clearly.

Primary headline: 3 to 6 words. Example: "Plan Your Ride Home."
Secondary line: 6 to 12 words with the action. Example: "Call a sober friend or use a safe ride service."
Optional: a QR code linking to local ride options, transit times, or a taxi list.

Layout tips:

Put the headline at the top or center in larger type so it reads quickly.
Place QR codes or phone numbers near the bottom and away from the wettest areas.
Stick to one call to action. Too many choices reduce response.

Visual style and accessibility

Make the coaster readable at a glance.

High contrast, light on dark or dark on light.
Use a simple sans-serif font. For print, aim for headline sizes around 16 to 20 pt and body text around 10 to 12 pt.
Skip tiny fine print. Keep lines short and bold key words.
Simple icons help. A car, a phone, or a key can communicate fast.

Production and testing

A few steps upfront save headaches later:

Sketch several layouts and pick two to mock up.
Create print-ready files. Use vector logos and 300 DPI images in CMYK color mode.
Order a proof batch and test in real bar conditions. Check durability, readability when wet, and QR code scanning.
Collect feedback from staff and patrons. Note which wording gets attention.
Iterate. Update copy, color, or placement based on what you learn before a larger print run.

Extra idea. Add a small detachable coupon or a perforated phone number so people can keep the contact info for later.

Message Impact: What Words and Prompts Actually Do

A coaster is a nudge, not a lecture. The right phrase can shift intentions, start a conversation, or simply trigger someone to pause. Small wording changes matter a lot.

Messages that lean on personal safety and an easy next step tend to work better than those that warn about punishment. People respond to short, actionable prompts and to social cues that make safe choices feel normal. Below are principles and testing ideas to help you figure out which messages actually move people.

Why coaster messages work

Coasters sit where people look while they drink, so they reach patrons at the decision point. They are low-pressure reminders that can nudge someone toward a safer option without spoiling the social vibe. The trick is clarity, timing, and one obvious action to take.

Crafting high-impact messages

Follow these practical rules.

Short is critical. Keep the main line in the 6 to 12 word range so it reads in a glance.
Ask for one action. Call, scan, or think-pick one.
Use positive framing when you can. "Get home safe" is usually better than "Don’t drink and drive."
Make the action easy. Include a QR code, a short URL, or a phone number for immediate help.
Use clean contrast and readable type. Test the look at actual coaster size.
Try social norms language. Phrases like "Most guests plan a safe ride home" can normalize the behavior.

Examples that resonated:

"Plan your ride home. Scan for options."
"Need a lift? Tap here for rides."
"Pick a designated driver tonight."

Placement and timing

Tiny placement tweaks can boost results.

Put coasters on every table and on bar ledges for repeat exposure.
Replace coasters during peak hours so they don’t get ignored.
Coordinate with staff so they mention the coaster when closing tabs.
Use different messages on weekdays versus weekends if the crowd or risk changes.

Measuring and improving impact

Keep metrics simple.

Track QR code scans and look for peak times and which pages were visited.
Tie a small incentive to a code or coupon to measure redemptions.
Ask bar staff for monthly feedback. They see the real reactions.
Run A/B tests by rotating two designs and comparing scan or redemption rates.

Practical next steps

Run a one-month pilot with a single design. Track QR scans and staff notes.
Adjust language based on scan data and the anecdotes you collect.
Scale the best message and test again every few months.

A little measurement goes a long way. The coaster stops being decoration and becomes a tested intervention.

Public Response: How Patrons and Owners Reacted

Campaigns live or die by how people respond. The reactions ranged from warm acceptance to indifference, and occasionally some pushback. Getting staff and owners on board made all the difference.

When owners saw minimal disruption and a bit of positive community goodwill, they were happy to keep coasters in rotation. Staff buy-in mattered because bartenders are the ones who can reinforce the message. Patrons often treated the coasters like a helpful reminder. Sometimes the campaign sparked quick conversations about rides, and in a few cases bartenders reported more requests for water or taxis.

Below I share simple response steps and scripts you can use so staff and bystanders can act safely and respectfully when a coaster prompts someone to rethink driving.

public-response

A public-response plan makes it easier for patrons, staff, and bystanders to act safely and respectfully if a coaster prompts concern. A calm, simple approach protects dignity and reduces conflict.

Why respond. Coasters nudge some people to change plans, and others to ignore the message. Having straightforward, non-confrontational steps reduces the chance of escalation.

Quick steps for patrons or bystanders

Observe first. Note how intoxicated the person appears and whether they have keys or are heading out.
Approach calmly. Use a friendly tone and open body language.
Use an opening line. Try: "Hey, I saw the coaster. Do you have a safe ride home?" or "Can I call a cab or rideshare for you?"
Offer options. Suggest waiting for a sober friend, taking a rest, using transit, or accepting a rideshare. If you can, offer to hold their keys.
If they refuse. Avoid arguing. Involve staff if needed.

If the person is about to drive

Speak up sooner rather than later. Try: "I’m worried about your safety. Can I call someone for you?" Keep it personal and non-accusatory.
Get staff involved. A bartender or manager can refuse service and suggest alternatives.
Offer immediate help. Call a taxi or rideshare, offer phone credit to make a call, or arrange a sober ride if available.

Handling conflict or aggression

Stay calm and step back. Avoid shouting or physical contact.
Move other patrons away from the immediate area if needed.
Alert staff and security. If the person leaves in a vehicle while impaired, call emergency services and provide vehicle details.

Sample staff script

"Hi, we want everyone to get home safely. Can I help arrange a ride for you?"
"We care about your safety. If you like, we can hold your car keys for a while."

Public education and follow-up

Encourage patrons to talk about the coaster with friends and keep its message visible.
Share tips on social channels about how to support friends who might drive after drinking.
Collect feedback on which messages prompt the best reactions and adjust the approach.

These steps keep responses practical, respectful, and focused on safety, not shame.

Awareness Takeaways: Lessons You Can Use Tomorrow

Here are the lessons that travel easiest from the bar to other places where people make risky choices. Small, repeatable interventions scale when they are simple and evidence based.

The takeaways below are the ones I’d try first if I were running a pilot. They are practical, low-cost, and proven in similar nudges.

Awareness Takeaways

Keep these points in mind when you see a bar coaster reminder. They are simple, and they work.

Drinking and driving is risky even at low levels. Alcohol affects judgment, reaction time, and coordination before you feel very impaired. One drink can make a difference.
Plan your ride home before you start drinking. A short plan removes last-minute decisions when judgment is already affected.
Small cues work. A coaster with a clear message can act like a pause button and prompt a check-in about your plans.

Practical steps you can take right away

Set a limit before you arrive. Decide how many drinks you will have and stick to it.
Alternate alcoholic drinks with water or nonalcoholic options. This slows you down and helps you notice your intake.
Put your keys somewhere you cannot access them easily. Hand them to a trusted friend, ask the bar to hold them, or stash them in an inner pocket.
Use a prearranged exit plan. If plans change, call a taxi, a designated driver, or a ride service.
Use phone reminders. Set an alarm early in the night to check your condition and confirm your ride home.

How to use coasters effectively

Keep messages short and direct. Examples: "Got a ride?" "Keys out of reach." "Call a safe ride now."
Position coasters where people look, such as the bar edge, high-top tables, and restroom queues.
Pair text with simple icons. A key, a phone, or a walking figure reinforces the message quickly.
Repeat the message during the night. Seeing the same prompt several times increases the chance people act on it.

If you or a friend are impaired

Stop. Ask for help from a sober person or staff.
Don’t negotiate with yourself about driving. Make the safer choice immediately.
Offer alternatives. Stay over, split the cost of a ride, or have someone sober come pick you up.

Keep these ideas front of mind. A coaster is a small nudge, but nudges compound when lots of people and venues try them.

Wrapping Up

This campaign shows that a short, well-placed message can change choices. The essentials are clear: a short headline (6 to 12 words), high-contrast type, one clear CTA (QR code or short URL), and smart placement near the bar, restrooms, and exits. Durable materials, testing in dim lighting, and staff buy-in are what turn a coaster from background clutter into a moment of reflection.

Treat it like an experiment. Run a four to eight week pilot, mock up two or three message variants, order a proof batch on thick cardstock or cork, and track engagement with unique QR codes or short URLs. Train bartenders with the simple scripts above so they can reinforce the message naturally. Collect QR scan counts, staff anecdotes, and a short patron survey to see what moves the needle, and iterate based on real data.

Want to start tomorrow? Draft one headline and one action line, place coasters on bar tops and near exits, and brief staff with the sample scripts. Make the next step easy by including a scannable link to local ride options or a number for a safe-ride program. Expect a little pushback, and have calm response steps ready. Refill and rotate designs so the message stays visible during busy nights.

Take this into your community. Print a 50-piece pilot, drop it into a friendly local venue, and run the test for a month. Share what you learn with the bar owner, local health groups, or community advocates and scale what’s working. Small actions add up. When enough places nudge people at the moment of decision, we reduce harm, save rides, and keep more people safe on the road.