The document discusses a campaign against drinking and driving. It provides a brief history of drinking and driving, noting that it began before cars existed and was not regulated until the late 1960s. It describes several previous campaigns from organizations like MADD to reduce drunk driving by increasing awareness. The document then analyzes the target audience and outlines a communication plan involving interactive exhibits at events. Finally, it provides statistics on drunk driving accidents and deaths to emphasize the need for the campaign.

1. Campaign Against Drinking and Driving

2. OverviewHistoryOther CampaignsAudience AnalysisCommunication Plan and StrategyEvaluation

3. HistoryDrinking and driving began long before automobiles were even invented.

4. When water was scarce, alcohol lasted longer and was a staple for earlier civilizations.

5. When automobiles were introduced, but there was no licensing or rules pertaining to driving while drunk.

6. 1969- Teddy Kennedy drove drunk off of a bridge in Martha’s Vineyard, killing passenger Mary Jo Kopechne

7. MADD and Zero Tolerance movements took off in the 80’s and only continue to spread today.Previous CampaignsU.S. Department of Transportation Over the Limit, Under Arrest

8. MADD ( Mothers Against Drunk Driving)

9. A Few Drinks Can Make You a KillerEvery Fifteen Minutes Campaign Grim Reaper