“Ligo” (Latvian Midsummer celebration) is the biggest national celebration in Latvia and lasts for 4 days. People go to countryside, sing special “Ligo” folk songs, drink lots of beer, drink and drive killing themselves and their loved ones. In 2001, 26 people were killed during the celebration giving it the name “Bloody Ligo”
We asked the best Latvian poets to replace the words in famous “Ligo” folk songs with shocking texts describing the consequences of drink driving. Songs in ads were performed by real grave-diggers, intensive care personnel and policemen.
For the first time in Latvian history there were no victims on Latvian roads during “Ligo” celebration.