Article can be found here: http://simplifierlab.com/mt/archives/2006/02/drunk-driving-ad-campaign.php
All that is in the article is one picture that shows a handicapped parking spot with this script painted on the asphalt: “Every 48 seconds, a drunk driver makes another person eligible to park here.” The image is vivid, no words or explanation to supplement the image. It makes the message even clearer.
A good example of a picture is worth a thousand words. The simplicity helps add to the horror of the fact, the realization of the frequency of such an awful thing happening so often. It is also a thousand times more effective than any PSA that the government could have written. The originality helps the piece and makes it stronger, more relatable and memorable, all factors that strengthen the image.