The Finnish people love to drink.

Sadly, they love it so much that, soon after the alcohol tax drop of 2004, drinking became the number one cause of death in the Nordic nation.

Things have turned around somewhat since, with alcohol consumption levels declining steadily every year.

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To ensure that trend continues, Fragile Childhood, a Finnish nonprofit, has launched an awareness campaign aimed at curbing alcohol abuse. It works by terrifying the ever-loving desire to drink out of prospective imbibers.

And it's damn effective.

[H/T: b3ta, BroBible]