Through the emoji concept, the South Carolina Department of Public Safety has taken a new approach to the serious and deadly crime of DUI. SCDPS began the initiative with billboards that showed an emoji symbol of two mugs of beer plus a car, which equaled a police car. The idea: you drink and drive, you go to jail. This emoji concept caught motorists’ attention. As a result, SCDPS has further expanded the emoji story line to a television public service announcement.