Yao Ming's participation in a new campaign highlights his commitment to responsible drinking.

A collaboration with the world's largest beer producer, Anheuser-Busch InBev, the micro film, titled Price of Love - No Drunken Driving was unveiled in Shanghai last week jointly by China Alcoholic Drinks Association and the Shanghai Police Department, which both praised the campaign against driving while intoxicated.

"With the joint efforts from all levels of society, the number of deaths caused by drunken-driving has decreased by more than 40 percent this year and we welcome more programs like the movie to educate people of driving safely," says Wang Meigen, vice-captain of Shanghai traffic police corps.