Drinking and driving affects all road users. “Any amount of alcohol affects your ability to drive. ” [online] Available at :< http://www. think. direct. gov. uk >. When a person drinks several of the bodily functions that we as humans rely on whilst driving can be affected. A driver who is intoxicated has a poorer judgement of speed and distance, which makes drunk drivers unable to control the vehicle correctly and safely. A poor judgement of both speed and distance means your reaction times as a driver are reduced greatly.
Drivers under the influence of alcohol suffer from a reduced field of vision, causing them to see traffic later than they should, which therefore gives them less time to react. When intoxicated many people become over confidence, and when placed behind the wheel of a car this can be deadly. This over confidence results in drivers taking unnecessary risks which increase the dangers to all drivers. This particular topic is a social issue because it affects not only the intoxicated driver but others around him.
Due to the actions taken by the drunk driver damage can be caused to those around him. Cases of drink driving have fallen in 2010, however 250 people died, and 1,230 people were seriously injured (BBC, 2011). It’s not only other road users who are at risk, in 2011 Sophia Elizabeth was convicted of drink driving and three cases of hit and run (BBC, 2011). Drink driving can cause damage to people’s property which is not on the road, this includes the obvious things such as parked cars, but it also includes homes and gardens that intoxicated drivers have crashed into.
In 2010 a man was charged with drink driving after crashing into a bungalow near Norwich (BBC, 2010). In some cases the passengers of the car are unaware that the driver is under the influence and that he is putting their lives at risk. This is also a social issue because it uses up hours of police time that could be spend on other areas of crime that are harder to prevent. People drink drive due to many reasons, and the most common reason is ignorance. Intoxicated individuals are often ignorant of their condition or ignorant of the consequences their actions may have.
Many individuals that have only consumed a small amount of alcohol often believe they still have the ability to perform to a high standard behind the wheel, however it is proven that body functions such as sight can be affected with very little amounts of alcohol. So although an individual may feel okay and not drunk their body is acting at a lower level than usual. Especially in youth groups, peer pressure has been known to be a reason behind drink driving. Peer pressure is one of the reasons why a third of men admitted to drink driving, a survey has revealed.
[online] Available at :< http://www. endsleigh. co. uk >. A minority of people resist change, and continue to drink and drive for the reasons above, and these people are putting other road users and pedestrians in danger. In order for a drink driving campaign to be launched a target group must be identified. Drink driving occurs throughout a wide range of the public however it is particularly common in one group of people. Due to research conducted the target group is males between 17 to 29 years of age. Males aged between 20 and 24 being the most likely to drive whilst intoxicated.
[online] Available at: . Due to the legal driving age being 17, targeting people younger than that wouldn’t be necessary however the younger children who are 15 or 16, who are approaching the legal age to begin to learn to drive, would still see this campaign and it is likely it would have an effect on the way they act when they eventually pass their driving test. 40% of drink drivers have previous convictions, and drink drivers are twice as likely to have a criminal record as another member of the public from the same age and gender.
[online] Available at: . Thanks to research conducted this sections has been able to identify a clear and specific group of people who are most likely to drink drive, and therefore must be our target market. Also included in the section were details to show that people who have had previous convictions for drink driving and other crimes are likely to reoffend. Targeting resistance can be a challenge due to that fact that people want to resist this change. There are some behaviours that can be changed relatively easier than others.
Many people believe that when they have only had a few drinks that can still drive and don’t believe that their driving ability has been affected. One way to target this believe could be to lower the drink and drive laws. The law currently states that a person can have up to 100mg of alcohol per 100ml of blood. Highlands and Islands MSP David Thomson wants to cut the amount by half to 50mg (BBC, 2009). If this was passed and a lower limited was introduced then these people who believe that having a couple of drinks is okay would then think again about drinking due to the serious consequences that could be suffered if the
driver is caught. This is one of the similar solutions to attempt to reduce the amount of people who and drink and drive however when it comes to peer pressure being a resistance factor it can become more difficult. Peer pressure is something that most people have been subject to in their lives. It can be difficult to avoid and can cause embarrassment if ignored. To prevent peer pressure methods such as teaching could be put into place. The young drivers could be more informed about the consequences of driving under the influence.
With this further knowledge that they are gaining they might think again about either trying to pressure a friend into driving or giving into peer pressure. When faced with resistances such as ignorance of consequences or condition there is only one option, which is for a more serious punishment. Taking the risk of driving under the influence for no reason but ignorance, which is placing people lives in danger, should be handle much more seriously. If the punishment carried for drink driving was worse than the current law then people would be less likely to take the chance due to the fact they wouldn’t get away lightly from punishment.
This drink driving campaign will be using social networking sites to reach its target audience, due to the amount the audience use these types of websites. The first social networking site I will use is Facebook. Facebook has 500 million users worldwide, of which 30 million come from the UK. [online] Available at: . Just fewer than 50% of these UK users are male, which means 15 million Facebook users are men. From these 15 million men, 23% of them are between the ages of 19 and 24 which is the majority of our target audience.
[online] Available at: . This means that by using Facebook over 4 million men can be reached using this campaign. Facebook also has the ability to let you advertise and target your own specific group of people therefore, by using Facebook we could target exactly who we wish so that the information is not being given to every Facebook user. The second social networking site that will be used is Twitter, due to its largely growing size, and current population. Twitter has 106 million people using the site of which 9 million are based in the UK.
Although Twitter is a lot smaller than its main rival Facebook, Twitter has a higher percentage of users under the age of 25 (65%). [online] Available at: . 63% of UK users of Twitter are male which equals over 6. 5 million men. [online] Available at: . Using these two statistics Twitter has over 3. 5 million people who are within the campaigns target audience. The third and final social networking website is the most popular video posting website in the world. YouTube was established in 2006, and in 2010 they achieved over 2 billion views a day. [online] Available at: .
The viewing age group mainly associated with YouTube is broad covering people from 18 to 54 years of age. YouTube, unlike Twitter and Facebook, do not have the ability to target our particular age range. However with over 2 billion videos being watched a day and the ability to post videos for free, this social networking site must be put to use in this drink driving campaign due to the sheer number of people that it attracts. YouTube does offer the opportunity to pay to have a video on its front page so that every time someone comes on to YouTube it’s the first thing they are drawn to.
When you put together both Twitter and Facebook advertising this campaign can reach over 7. 5 million men aged between 17 and 29. Any campaign must have a series of key messages with one overarching main message. This campaign has three new key messages and one overarching message that has been used for many years. The message that has previously been used is “Don’t Drink and Drive. ” This is the message that the public has already seen and is used to and must continue to see because it’s what this campaign is trying to achieve.
This message is going to on every type of marketing that we do as we want it to be in peoples heads, however it is always going to be supported by a smaller key messages which will hopefully bring new shock with it. The first of these three supporting messages is “Drink driving will destroy your family. ” This message is very personal and if a young man with children were to see this message it could make them think that not only are they risking their own life when they drink and drive, but they are also effecting those around them such as their families.
No one wants to put their own family under additional stress, as the main formula of a family is looking out for one another. The second message is very much similar to that of the first but it’s about the victim, rather than anyone linked with the offender, in drink driving. The victim is the person who might be knocked down or involved in a drink drive related crash as no fault of their own. The second message is “Drink driving damages lives. ” This is really targeting that fact that when you drink and drive, you don’t just put yourself at risk, you put all road users at risk.
You wouldn’t put someone’s life at risk whilst running down the street so why do it when you are in control of a car. This message is hopefully going to leave a powerful message in people’s minds that they don’t just harm themselves when they drink and drive, they can hurt others around them who are innocent. The third and final message is simple but effective. “Could you live with yourself? ” This is a shocking and emotional message and it’s a thought no one wants to think about.
If you are in a fatal car crash and die then you don’t cause mental pain to yourself, however if you kill another person in a car crash due to being intoxicated, you have to live with that for life. No matter how hard you try to forget about your wrong doings, it will still always be there in your mind. You cut some one’s life short and destroyed their family due to potentially being ignorant. This shocking message is hopefully going to stick in people’s heads so that when they are tempted to drive under the influence, they remember this message and decide on alternative transport.
All of these key messages relate to people and families being damaged. Family is a very important part of the British culture and is something that people care the most about, and if these messages suggest that drink driving will destroy families then people are more likely to listen. Although they may be willing to risk their own lives they would be less willing to ruin the lives of others around them, such as their families. This project is going to be a success as it is going to impact a lot of people that are in the campaigns target market.
This campaign has clearly identified the correct target market with the help of research conducted by institutions. The campaign has located how we can gain access to these members of the public for very little money and very quickly. The campaign reaches a high number of people due to the methods we are using to access the target group. By using both the social networking sites Facebook and Twitter we have been able to easily gain access and market towards our target market. This low budget campaign has the ability to easily reach over 7.
5 million men ages from 17 to 29 just by using these two social networking websites. If the campaign only has a small success then in our opinion it’s still a worthwhile campaign. If just a small per cent of drink drivers decide on alternative transport, our campaign will have made the roads a slightly safer place. With fewer drivers on the road who are intoxicated, there will be fewer deaths, which in turn mean’s this campaign will have prevented people from being seriously injured or worse killed. Any campaign that can save the lives of innocent human beings should be counted as a success.
With core messages that are as direct and as strong as this campaigns people will struggle to ignore such shocking messages. These strong shocking messages will hopefully be in people’s minds when they are considering drink driving and, this message is some cases may change people’s minds. For example tackling peers pressure is a difficult task, but with a key message about being able to live with yourself if you do have an accident, and potentially kill someone, may make them stand up to the people who put them under pressure to drink and drive. This message will hopefully make these people simply say no.
Unfortunately people who are under the influence can often believe that they are perfectly fit to drive therefore will continue to drive. This is something that is difficult to cut our altogether, without law changes being made. This will limit the positive outcome of the campaign. Another possible reason for the campaign having limited positive outcomes is that people who have decided to drink and drive in the past that have never yet been caught may continue to reoffend as they believe it’ll never happen to them and that they will never be caught. Some people are resistant to change, however with this social issue that is hardly the case.