Public Shaming & Social Change

This is creative, but is it good? 

I fully support creative solutions to bring attention to issues. I also endorse offering grace and bringing healing.

Is this treatment an act of justice? Probably. Is it kind? No. 

Did it work? Well, in terms of a successful social media campaign, we are talking about their video. Would it work as well if they had left a blanket and a kind note for help with addiction? Probably not. Compassion is not as entertaining as shame. 

What do you think? Is this zealous or righteous anger and tough love? Or is this something else? Did the company do well to use the social values of Japan to enact change around drunkenness? Will these people rethink their drinking, and if so, at what cost?