Driving After Drinking Campaign
Driving after drinking is known as drunk driving, and the offense occurs when drivers opt to operate a locomotive while under the influence of alcohol, which impairs their abilities. The misdemeanor can also happen when a driver has registered blood alcohol levels that exceed the legal limit. Wallisch et al. (2018) observe that an alcohol concentration that exceeds 0.08% in the blood of a driver who is above 21 years old is considered excess on legal grounds. The percentage limit might be lower for drivers who are below 21 years. Noteworthy, drivers are expected to observe lower blood alcohol concentration levels. The most common name assigned to a criminal offense associated with driving under intoxication is called Driving Under the Influence (DUI). Niederdeppe, Avery, and Miller (2017) note that figures from the Bureau of Justice Statistics show that over 29 million persons confessed they had committed the offense of drunk driving in the year 2012. The agency projected that this number would continue increasing over the years. This projection proves that many people have been found guilty of DUI. The behavior is regrettable as it places the lives of the driver, passengers, and other road users at risk. Therefore, the formulation and implementation of a campaign against drunk driving is a critical strategy for creating awareness and mitigating the offense, which makes roads safer for everyone.
Formative Research
Many people relate DUI offenses with driving under the influence of alcohol. This position might be misleading since these offenses can be expanded to cover a broader scope that includes other substances that impair the concentration and functionality of a driver. Niederdeppe, Avery, and Miller (2017) opine that substances that reduce concentration may consist of certain categories of medicine, drugs, and allergens. However, the most common class of elements that are considered as vital contributors to the DUI offense is alcohol. Wallisch et al. (2018) share a similar opinion, stating that alcohol receives the closest attention in the media and among decision-makers as it is the preferred drug by many citizens. Therefore, the existence of specific laws seeks to govern the level of alcohol that is consumed by individuals and the resulting impact on driving.
Medical experts state that the presence of alcohol in the body plays a critical role in reducing the functionality of persons, including their ability to reason and make sound decisions. This conclusion explains the existence of explicit rules that define acceptable levels of blood alcohol content for people who intend to drive. Individuals who drive after exceeding the stipulated standards are often accused of drunk driving. Wallisch et al. (2018) concur by observing that people who intend to drive should not have a blood alcohol content that exceeds 80 milligrams for every 100 milliliters of blood. This amount is the legal limit in the US and several European countries. Light, Miller, and Kelly (2017) underscore this point by observing that anyone who is caught driving with higher levels of the blood alcohol content is charged in a court of law for driving under the influence. The DUI offense is punished heavily in many countries since drunken driving endangers the lives of all road users.
Alcohol and other substances impede the ability of drivers by compromising their level of response. The body of an inebriated driver responds to stimuli at a slower rate than the body of a sober driver. Alcohol also reduces the inhibitions and sense of control that govern the performance and control that help a driver to remain sober and sensible at all times. From their study, Niederdeppe, Avery, and Miller (2017) established that drivers are expected to stay sober when driving due to the numerous body functions they rely on to execute this activity. The brain of an inebriated driver receives signals at a slower rate than their eyes. The response means that intoxicated drivers take a longer time to process information than the average person. Similarly, the speed of sending signals to the muscles and other body parts is delayed. Light, Miller, and Kelly (2017) contend the above changes contribute to the reduced rate of reaction that is apparent when drunk drivers are asked to complete simple tasks like standing on one foot. Blurred vision is another negative effect that comes with the consumption of alcohol. A driver who is unable to see the road endangers the lives of other road users. Besides, such drivers endanger passenger lives as a result of increased risk of bumping into roadside obstructions and any other installations that exist on the side of the road.
There are different types of punishments that are meted out on people who are found guilty of DUI in the United States. While most of the states have adopted common standards for acceptable blood alcohol levels, each of the territories administers different types of punishments to offenders who are convicted within their boundaries. Some common traits that characterize the punitive measures include the payment of hefty fines and expensive legal fees. Drivers caught with high levels of blood alcohol content might also be subjected to punishments of higher severity. Other states retort to suspending the driver’s licenses of those caught in contravention of these rules. Wallisch et al. (2018) argue that the severity of punishment might range from 90 days to 12 months. A sentence is determined by the amount of alcohol in the blood and the applicable regulations in a state. In cases where serious injuries or fatalities have occurred due to DUI, legal proceedings are instituted against the offender. A convicted wrongdoer is sentenced to jail. Light, Miller, and Kelly (2017) report that such punishment is often accompanied by vehicle impoundment in most parts of the US Technological advancement has enabled automobile manufacturers to produce vehicles fitted with ignition systems that are controlled by the results of a breath test. The vehicles are configured with a conditional starting mechanism, which is only activated after a driver has conducted a breath test. This test is considered successful if a driver’s alcohol levels fall below the recommended blood alcohol content.
Across the world, a significant root of alcohol-related harm is alcohol-impaired driving of vehicles, which is commonly referred to as drink-driving. Nonetheless, designated driver (DD) programs are applied approach that is aimed at assisting persons not to drive under the influence of alcohol. The DD or drivers for hire ride around big metropolises to individuals drinking who need them to drive them to their homes (Rowland et al., 2014). The program requires that an individual who drives other people (s) after a drinking episode remains sober, and the program is booming in China. The DD programs in China have received significant support from the media, alcohol industry, advocacy groups, community sports clubs, and local government authorities (Rowland et al., 2014). Therefore, DD plays an essential role in curbing road accidents caused by drunk drivers.
Audience Analysis
Drunk driving is a treacherous action as it places the lives of road users at risk. This activity is also abhorrent since it increases the rates that insurance service providers are liable to pay drivers and other expected beneficiaries as compensation whenever accidents occur. Therefore, this campaign is suitable for people across all age groups in the United States. Niederdeppe, Avery, and Miller (2017) refer to statistics from the Department of Justice to show that a majority of the US populace is aware of the dangers that arise from the threat of drunk driving. The research shows that people aged between 25 and 39 years had the highest likelihood of committing the offense of driving under the influence of alcohol at 35%. This group was followed by people aged 16 to 24 years, with 31% of the respondents contending this cluster formed the most probable list of offenders. Wallisch et al. (2018) agree with this notion by reporting that 19% of the respondents observed that only 19% of people aged between 40 and 54 years old could attempt driving under the influence. Conversely, 14% of the respondents noted that senior citizens aged between 55 and 75 years had the propensity to drink and drive. These figures indicate that older people were the most responsible, while the younger group was more reckless and highly likely to commit the DUI offense.
Statistical information from the Department of Justice also indicates that 20% of respondents aged between 35 and 44 years acknowledged knowing people who lost lives due to a drunken-driving accident. Moreover, 26% of the respondents aged between 18 and 24 years admitted to driving after they had consumed alcohol. Light, Miller, and Kelly (2017) also reference this study, which reports that that 50% of the respondents indicated that they used taxi-based applications whenever they set out to drink with their peers. When all age groups were combined to form a heterogeneous pool of respondents, the study established that 56% of the participants did not use taxi and other ride services after consuming alcohol. Besides, 45% of female respondents admitted to calling for assistance from friends and family members to drive them home after consuming alcohol. These figures are in agreement with Niederdeppe, Avery, and Miller (2017), who report that 30% of male respondents used taxis and other related services to get home while they were inebriated. From this study, many people are aware of the dangers associated with drunken driving. Regrettably, this knowledge has not dissuaded individuals from committing the offense. Consequently, highway safety authorities are forced to spend considerable financial resources to regulate this challenge and reduce the negative impacts of drunken driving on American roads.
There is a steady increase in the number of drunken driving cases in the United States. Figures from the National Institute of Health, National Highway Traffic Safety Administration, and the National Safety Council indicate more than 10,000 fatalities from incidences related to DUI. Some of the factors that contribute to these deaths include collisions and other issues associated with impaired abilities because of DUI. According to Wallisch et al. (2018), the figures also show that 22% of the 56,000 fatalities occurring on American roads were occasioned by drivers who crashed while they were under the influence of alcohol. In 2010, the number of deaths that were attributed to drunk drivers had increased to 33,000. This figure bears significant implications to society and the general wellbeing of the US populace. Overall, DUI related fatalities cost the community $ 836 billion. A study conducted by Light, Miller, and Kelly (2017), established that 5% of this cost corresponds to direct deaths caused by intoxicated drivers. Statewide figures for the year 2016 show that North Dakota and Montana had the highest number of fatalities related to DUI cases, with a value of 45%. The lowest number of alcohol-related accidents and deaths in the country was recorded in the states of Utah and Mississippi. The two states recorded alcohol-related fatalities at a rate of 19%. Wallisch et al. (2018) state that figures in 2017 shows that 2,000 Americans had lost their lives in DUI related accidents. This figure is unique since the level of alcohol content in the blood of drivers fell below the stipulated limits.
Theory
The Extended Parallel Process Model (EPPM) is an appropriate theoretical framework that guides the process of mitigating DUI cases in the US. This theory was chosen to inspire a change in behavior for the target audience. Hwang and Berry (2019) state that fear is a useful tool for provoking behavior change in healthcare communication campaigns. Besides, scholars agree that EPPM is a valuable tool in addressing emotions of guilt in respondents. Niederdeppe, Avery, and Miller (2017) also state that this process is crucial to the outcome of this campaign since the ability to evoke guilt is an essential catalyst for behavior change among members of the target audience.
Figure 1: An illustration of the Extended Parallel Process Model (EPPM) adapted from (Niederdeppe, Avery & Miller, 2017).
Figure 1 offers a clear representation of the various components that comprise a communication model and approaches that will be used by the audience to synthesize information during such campaigns. Hwang and Berry (2019) argue that the framework anticipates an audience to evaluate a message before it is deemed acceptable. Part of the assessment includes the process of determining whether a message can attain self-efficiency. The evaluation will also add a review for response efficiency, which ascertains whether the campaign will resolve these threats. Wallisch et al. (2018) state that susceptibility to danger and the severity of the threat will be evaluated as part of this process. These four significant components play an integral role in establishing whether the audience will perceive the campaign efficacy and threat levels posed by the drive.
The approach taken in formulating the structure of the message plays a crucial role in determining the effectiveness of the campaign. Accurately structured words amplify the magnitude of the threat that faces the intended audience, effectively showing high levels of efficiency. According to Hwang and Berry (2019), this component is a prerequisite for proper campaigns as it eliminates the possibility of audiences ignoring the impending danger or rejecting the message of the battle altogether. The most desirable outcome of such campaigns includes a scenario where an audience shows self-awareness and responds by initiating corrective measures and protective actions against the vices they perpetuated by adhering to the interventions proposed in the message.
Adopting the EPPM to coordinate this campaign will inspire the audience to embrace the desired behavioral outcomes. Success will also be determined by the ability of this campaign to reach a critical mass of the intended audience. The message will be structured in a way that highlights the negative consequences of drunken driving. According to Niederdeppe, Avery, and Miller (2017), DUI leads to loss of lives and should be abolished. Living with the conscience of taking a person’s life might have a significant impact on the life of a perpetrator. Therefore, raising awareness regarding the potential threat will play a significant role in changing the perceptions of people regarding the dangers associated with DUI. Caution should be observed to ensure the campaign approves a select choice of words to be used. Using proper language will ensure the campaign reaches a broad audience and is well received by members of the intended audience. Wicklund et al. (2018) agree with this argument, stating that using simple language makes a message easy to understand, a move that increases the overall level of efficiency that is expected of the campaign. Constructing the message according to the specifications that are stipulated in this theoretical framework will play a critical role in raising awareness among the target audience. This success will inspire the respondents to cooperate with and exhibit the desired outcomes of the campaign.
Campaign Messages
A practical approach that could be used to reach the primary target audience for this campaign, which is adults with a driving license, involves the creation of posters and billboards. The signs will be shared through social media pages, displayed prominently in the places where they go to drink, and incorporated into branding that features on the packaging of the audience’s favorite alcoholic drinks. Wicklund et al. (2018) argue that billboards should be displayed strategically along roads that record high fatality rates from drunken driving-related accidents. This approach intends to create repeated stimuli among the intended recipients of the information regarding the dangers associated with DUI in society. The campaign hopes that the exposure to a stimulus will inspire other drivers and members of the general populace who see the message to assimilate it and share it with other members of the community. Different types of information can be included in these posters. For instance, Niederdeppe, Avery, and Miller, 2017 argue in favor of this perspective, stating that campaign posters attain maximum effect with compelling messages, and unedited images of road accidents are included. Other signs might include statistical data showing the percentages of people that lose lives in road accidents.
Sellers of alcoholic beverages will also be incorporated into the advertisement program. They are an essential part of the campaign process and will be encouraged to display campaign posters within their premises prominently. The campaign team feels this approach is crucial to the success of the process as those drinking will be reminded about the dangers of driving after consuming alcohol, even at their favorite social places. Wallisch et al. (2018) note that bartenders should be encouraged to display these posters in strategic positions within their premises at all times. This strategy means that those drinking will see the message when they walk into a facility. Niederdeppe, Avery, and Miller (2017) also argue that the signs can also be displayed on tables and booths where patrons sit while taking their drinks. Drinkers will also be advised to view the posters in the parking area at all times. Displaying the information in these places will ensure patrons get reminders before leaving their vehicles to purchase drinks.
Most significantly, a social media hashtag will be incorporated into the campaign to boost awareness of the social media space. The hashtag #drunkdrivingkills will be used to accompany all posts that are released from the official social media pages. Using the hashtag is a vital avenue as it will enhance the popularity of the entire campaign. Similarly, the presence of a hashtag in the campaign will improve the popularity of the social media pages among subscribers.
Campaign Evaluation
Initial steps of the campaign testing initiative will involve evaluating posters and selected media avenues to determine effectiveness. This process will be conducted through research activities. Most importantly, the model of research to be adopted should be implemented through avenues that are considered friendly to the intended respondents. The respondents might be organized into focus groups of drivers, law enforcement officers, and alcohol manufacturers. Wicklund et al. (2018) argue that these persons will assess the campaign posters and other advertisements with a view of determining the ones with a more significant impact. Wallisch et al. (2018) further argue that exposing the intended recipients to the campaign through messages that connect with their guilty conscience will contain drunk driving. The posters and videos that receive the highest rates of approval from the respondents will be distributed through the approved communication channels.
The initiative is an awareness campaign; therefore, it would be beneficial for the campaign organizers to evaluate the actual number of drivers who noticed the posters along the roadside, on social media, and in the packaging of their favorite drinks. Wicklund et al. (2018) lay emphasis on the benefits of studying the reaction of the target audience that drove along highways that had signboards that bore warnings against drunken driving. The respondents would also read posters and other campaign information through their social media handles. Adopting this approach will increase the effectiveness of the campaign since it will allow the study to incorporate a more significant number of respondents into the survey without the challenge of assembling them in a common area for instrument administration. Hwang and Berry (2019) argue that the benefit of this strategy becomes evident later, as it shows whether the campaign achieved the initial outcome of gaining visibility across a large segment of the target audience. Furthermore, the survey instruments will be administered to the control group through electronic channels. This group of respondents will not be receiving exposure to any campaign communication. The category of respondents is incorporated to establish a group against which to gauge the effectiveness of the campaign.
Another method to evaluate the effectiveness of the campaign is to collect figures on the number of fatalities and other accidents that are attributed to drunken driving. This approach will also require data from drivers who have been enrolled in the campaign. According to Wallisch et al. (2018), the data will show the progress of drivers regarding DUI issues. Therefore, statistics from drivers in the control group will also be beneficial towards the outcome of the research since it will offer a platform for comparison. Continuous data collection is an essential component of this process. According to Wicklund et al. (2018), this methodology ensures the campaign has a premise through which to evaluate the effectiveness of the messaging at different levels. Growing data will also enable researchers to build comparative data between participating respondents and the control group at every stage of the survey.
The main advantage of this campaign over previous initiatives is the deliberate decision to disburse messages that seek to instill fear in the target populace. This approach is best exemplified by the use of the hashtag #drunkdrivingkills to accompany posters and other literature that will be shared through social media. This hashtag will be used as a motivator to inspire a response from the people. Non-participants of the study who come across the posters on social media can be motivated to share it through their pages, effectively spreading the message to a broader audience. Most importantly, the campaign will also benefit from all physical posters and billboards that are distributed and displayed strategically to coordinate the campaign. This strategy will increase the visibility of the message and grow a following on social media pages of the intended audience.