Stop before it gets ugly.

Problem: King Hits or One punch was becoming the norm on the streets of Kings Cross in the heart of Sydney. People were dying. The NSW government had to intervene with a public safety message highlighting the issue and asking guys (primarily) to reconsider their actions or suffer the consequences

 Solution: Demonstrate how quickly a night can change when you have that extra drink. Change behaviour and think twice about the consequences and realise when enough is enough. This is a behaviour change campaign

 Execution: One punch

 Results: 95% awareness and no more deaths.