Overview<br />History<br />Other Campaigns<br />Audience Analysis<br />Communication Plan and Strategy<br />Evaluation <br />
History<br /><ul><li>Drinking and driving began long before automobiles were even invented.
When water was scarce, alcohol lasted longer and was a staple for earlier civilizations.
When automobiles were introduced, but there was no licensing or rules pertaining to driving while drunk.
1969- Teddy Kennedy drove drunk off of a bridge in Martha’s Vineyard, killing passenger Mary Jo Kopechne
MADD and Zero Tolerance movements took off in the 80’s and only continue to spread today.</li></li></ul><li>Previous Campaigns<br />U.S. Department of Transportation <br /><ul><li>Over the Limit, Under Arrest
Communication Plan<br />Booth- which provides pictures, videos, and information about drinking and driving and how to prevent it.<br />Obstacle course -in which the person will have to walk through wearing goggles that mimic being drunk. <br />Guest Speaker- Two speakers, one a family member of a person who has died due to drinking and driving and the second will be a convict who was in jail for drinking and driving while in college. <br />Board- a board will be put beside a crashed car, and students may write stories and thoughts on drinking and driving. <br />
Statistics<br />On average someone is killed by a drunk driver every 45 minutes<br />In 2008, an estimated 11,773 people died in drunk driving related crashes<br />50 to 75 percent of drunk drivers whose licenses are suspended continue to drive.<br />Over 1.46 million drivers were arrested in 2006 for driving under the influence of alcohol or narcotics<br /> <br />About 3 in every 10 Americans will be involved in an alcohol-related crash at some time in their lives.<br />
Statistics<br />In 2007, 84 percent (12,068) of the 14,447 drivers with a BAC of .01 or higher who were involved in fatal crashes had BAC levels at or above .08<br /> <br />55 percent (7,974) had BAC levels at or above .15.<br />The most frequently recorded BAC level among drinking drivers in fatal crashes was .16.<br />