I've seen some extremely effective anti-drunk driving ads on billboards and television that appeal to human emotion. They are designed to make the audience feel responsible for the pain and suffering of the victim in the ad if said audience has ever driven drunk or allowed someone to. Take the link below:
The ad shows that your careless actions could kill or maim innocent people... and do you really want that on your conscious? It's an effective way to convey an anti- drunk driving message.