Driving under the influence of alcohol is a growing cause of traffic injuries according to studies. Teenagers are at especially high risk of developing alcoholism if they start drinking early. Rates of alcohol abuse are highest among 18-29 year olds. The legal limit for blood alcohol concentration while driving in India is 30mg per 100ml. If caught driving drunk, punishments include fines and imprisonment. Ignition interlock devices can help prevent drunk driving by requiring the driver to pass a breathalyzer test before starting the vehicle.

1. Number of drunk driving cases

2. Market Analysis Mostly people think that they are more strong and more conscious even though they had a drink, But this not true. Over Confidence. Studies of injured drivers suggest that driving under the influence of Alcohol is a growing cause of traffic injuries. People who start drinking in their teens or earlier are at higher risk of becoming alcoholic.Although it usually takes years for adults to develop alcoholism , teenagers can become addicted in months. Rates of alcohol abuse are highest in people aged 18-29, and lowest among those 65 and older.

3. Target Audiences Affluent class People involved in transportation field Also people of middle class of Ages 30 – 52.

4. Awareness Through T.V. Channels Through News Paper Through Posters Through Radio station

5. Rules followed in india against drunk and driving The legal limit As per the Indian Motor Vehicles Act 1988, driving with a blood alcohol concentration (BAC) of 30mg in 100 ml of blood is illegal anywhere in India. Drinking and driving is serious offence . If the driver is caught drunk, the punishment is very severe. He is been fined along with imprisonment of six months.

6. LAWS AGAINST DRINKING AND DRIVING (Sec. 185) a drunkard driving or driving under the influence of drugs. (a) has in his blood, alcohol exceeding 30 mg/per 100 ml of blood detected in a test by a breath analyzer, or (b) is under the influence of a drug to such an extent as to be incapable of exercising proper control over the vehicle . If he is caught guilty. (a) he is been imprisoned for six months, or fine of rs. 2000/-. (b) for the second time he is been imprisoned for 3 years or a fine of Rs. 3000/-.

7. SOME FACTS ABOUT ALCOHOL The Misconception The Truth Alcohol increases your ability to drive Alcohol makes you less alert and will reduce your ability to drive safely Some people drink a lot and don't get affected by it Everyone who drinks is affected by it If you eat a lot first, you will not get drunk Food will slow down the effects of alcohol but will not prevent them Coffee and a bit of fresh air will help a drinker sober up Only time helps a drinker sober up, other methods just do not work Stick to beer - it is not as strong as whisky A few beers have a the same effect as a few pegs or a few glasses of wine

8. BREATH ANALYZER It’s is a device for estimating blood alcohol content (BAC). It measures the amount of alcohol through one breath. This is major problem. Though police has the breath analyzer on the national highway, its is not being subject to such checking.

9. IGNITION INTERLOCK Its prevents drunk people from driving the car. The operator has to breathes into an interlock device to determine blood alcohol concentration . If the alcohol is measured above the level the car does not start .

10. How Does Ignition Interlock Work? Before starting the car the driver needs to blow into the device. If the BAC is above the level the car doesnot start . After the engine is started the driver needs to blow into the device after the specified time limits. If the driver forgets to blow into the device there, is a warning alarm to stop the car.

12. The drunk driver If you don’t drink you must still drive defensively. Be alert from the people who drive rash, fail to use headlight at night, etc. To stay sober you need to have (a) a limit on number of drinks. (b) a time gap of an hour between two drinks (c) eat something while drinking, it can slow the effect of the drink.

13. Having fun and getting home safely is your responsibility ! Don't get influenced by peer pressure. Designate a driver. Give your keys to someone you can trust. Take a taxi or public transport.