A new study throws every single PSA that relies on shame into jeopardy, because when youth see images of humiliated people covered in their own vomit, they don't see warnings. They see inspiration. [AdAge]

On the bright side, now alcohol companies know which strategy to use when MADD browbeats them into making PSAs: Ones that shame, sexily. Do not watch this video if you are under the age of 21.