For those rare souls unfamiliar with the widely popular 2013 kid’s move Frozen it follows the tribulations of two royal sisters Elsa and Anna and the former’s unnatural ability to turn everything to ice, all sung to the painfully catchy theme tune Let It Go.
However, a drug rehabilitation movement in the US known as the Montana Meth Project has used the idea to warn kids of the dangers of using meth (or ice).
The group has unveiled a billboard in the US that appears to show Princess Elsa as a meth addict complete with a police line-up and handcuffs all to the tagline: “Just Let It Go”.
Not that Montana Meth Project’s advertising messages have ever been subtle. Check out some of their old TVCs below: