Some mind wobbling FACTS!!

 Every year, in India, about 9,00,000 and 23 percent - of all

vehicle crashes recorded by police department are due to
consumption of alcohol
 Nearly 17% Indians are involved in an alcohol-related
vehicle crash in their lifetime
 In India, Nationally, each year, about 11,48,000 people
suffer injuries in alcohol-related traffic crashes
 Deaths due to alcohol, translates to an average of one
person every minute
 Each year, crashes related to alcohol in India cost about 73
billion rupees
 Alcohol consumption in India kills 6 times more people than
all illegal drugs combined
 Why say no to ,”drink n drive”
Drinking alcohol leads to:
– Loss of coordination
– Poor judgment
– Slowed reflexes
– Distorted vision
– Memory lapses
– Blackouts
– Lowered inhibitions
– Impaired judgment
 Government Measures
 BAC laws, minimum legal drinking age laws, and zero
tolerance laws for drivers younger than 21 years old.
 Blood alcohol testing when traffic crashes result in injury
(National Committee on Injury Prevention and Control 1989)
 Immediate suspension of the driver's licenses of people who
drive while intoxicated.
 Introduction of Sobriety checkpoints
 Introduction of Health promotion efforts which apply
ecological framework to power economic, organizational,
policy, and community action
 Secondary Reseach 1: Nucleus
Accumbens
 A research by Dr. Calvert included showing gruesome photographs,
government regulations, health hazards due to drinking
 Our brain has a spot called the nucleus accumbens, otherwise
known as the “craving spot.”
 This region is a chain link of specialized neurons that lights up when
the body desires something- whether it is alcohol, drugs, alcohol,
sex, or gambling
 The FMRI results showed that campaigns not only failed to deter
drinking, but by activating the nucleus accumbens, it appeared they
actually encouraged people to drink more!!
 Billons of dollars some 123 countries had invested in anti drinking
campaigns, all amounted, at the end of a day, to, well big waste of
money
 Secondary Research 2: Drinking in
Movies
 Study was conducted by American group of physicians on effect of
drinking in movies and portrayal of the characters who drank
 Male alcohol use is associated with violent behavior, dangerous
acts, and gambling, whereas
 Female alcohol use is associated with sexual affairs, illegal activities,
and reckless driving
 Men were more likely to be depicted using alcohol to reinforce their
masculinity, whereas
 Women were more likely to be portrayed using alcohol to control
emotions, manage stress, manifest power and sex appeal, or to give
themselves comfort and companionship
 Research concluded that 26% males and 19% females start drinking
because of Image portrayed by stars in movies
 Secondary Research 3: Use of Fear
Appeal
 Study by Dr.Kim Whitte ,in Australia, suggests that strong
fear appeals produce high levels of perceived severity and
susceptibility,
 Also, strong fear appeal is more persuasive than low or
weak fear appeals
 The results also indicate that fear appeals motivate
adaptive danger control actions such as message
acceptance and maladaptive fear control actions such as
defensive avoidance or reactance
 It appears that strong fear appeals and high-efficacy
messages produce the greatest behavior change, whereas
 Strong fear appeals with low-efficacy messages produce
the greatest levels of defensive responses
Subtle Campaigns
Direct Campaigns
 Objectives of primary research
 The affect of campaigns on the behavior of youngster’s

 To identify the reasons for the gap between expected

behavior and the executed behavior after getting an
external persuasion in the form of campaigns

 To identify the attributes which influence the behavior

of youth.

 To assess the impact of anti drunk driving campaigns

on youngster’s
 Scope of Study
Limited to the anti drunk driving campaigns

Study of behavior of youngsters (age group 19

to 27) only

Restricted to Delhi/ NCR region.

 Research Methodology..
Qualitative Approach..
 Consists of Focus Group interviews.. Best when exploring
attitudes and perceptions.. Of such complex behavior like
drunken driving

Quantitative Approach..
 Instrument used – Questionnaire
 Sampling Technique – Convenience Sampling
Findings: frequency of consumption
Response to question: do you drink
and drive
Response to question: why do you
drink and drive
Response to question: why do you
drink
What would help in reduced drunk and
drive
 Some more findings
 81% of the public believe drinking alcohol is as harmful
or more harmful than smoking
 88% think the problems of alcohol consumption far
outweigh the benefits.
 Among “drinkers,” 72% think the problems outweigh
the benefits
 44% feel the government is doing too little to regulate
drunk and drive
 55% agree that the spirits industry is a “harm” or a
“great harm” to our society
 Effective Campaign…
 The campaign must present largely fear appeal and emotional
appeal partly
 Fear appeal must be very strong because fear appeal
produces high levels of perceived severity and susceptibility
 The campaign must be delivered at crucial locations such as
bars, bus stops, dhabas
 Message should not be very frequently portrayed as it may
lead to increased consumption of alcohol
 Subtle messages are more impactful as it has a deep
psychological effect on the subconscious mind
 Direct messages are more impactful to drinkers while they are
drinking, so , bars should convey strong messages against
drunk and drive
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