drunk driving

THE ADVOCACYDRUNK DRIVING

THE ADVOCACYTHE ADVOCACY

DRUNK DRIVINGRATIONALE:

A Friend Died In A Car Accident. We Believe Most Of Our Friends Are Prone To This As Well, Which

Is Why This Is Our Chosen Advocacy.


CULTURE IN THE PHILIPPINES

Predominantly male custom

influenced by western culture


CULTURE IN THE PHILIPPINESPredominantly male custom

influenced by western culture


CULTURE IN THE PHILIPPINESdrinking has become a medium for

socializing


CULTURE IN THE PHILIPPINES

HOW DO YOU GO HOME AFTER DRINKING?A. TAXIb. FRIENDc. SLEEPOVERd. i drive


DEFINITION OF “DRUNK”

1. Excessive consumption of alcoholic beverage

2. Physical and mental capabilities are temporarily impaired

3. Change in attitude


EFFECTS OF ALCOHOL

30-120 minutes

HOW LONG IT TAKES FOR THE BODY TO FULLY ABSORB ALCOHOL

Slows down central nervous systemLOSS OF BALANCE

BLURRY VISION MEMORY LOSS

VOMITING NAUSEA

INABILITY TO DRIVE INTENSE SWEATING

UNCONSCIOUS LOWERED REASONING ABILITY

LOSS OF CAUTION


EFFECTS OF ALCOHOL

blood alcohol concentration

(bac) levels


statistics from LTO


anti-drunk and drugged driving act of 2013

mADE TO ENSURE ROAD SAFETY THROUGH HIGH PENALTIES

FIELD SOBRIETY

TEST

CHEMICAL BLOOD

TEST

MEASURING SYSTEM

DRIVING-RELATED ADVOCACY


RESPONSIBLE DRIVING CAMPAIGNS DRIVING-RELATED ADVOCACY

OUR ADVOCACYINTELLIGENT DRIVING: SMART WAYS TO LIVE


about the consumer


about the consumer

WHY PEOPLE DRINK AND DRIVE PERCEPTION

OVERCONFIDENCE SHY TO ADMIT THEY ARE DRUNK

NO OTHER WAY HOME ABSENCE OF DESIGNATED DRIVER ON SITE


about the consumer


about the consumer

Attributes consumer will look for Accessibility

Safety Reliability

Price Speed

Convenience


TARGET MARKET

victoria dela cruz 21-year-old

student from upd


TARGET MARKET

martin reyes 28-year-old sales

officer in a gas company


TARGET MARKET

sam romero 28-year-old

business tycoon


GOALS AND OBJECTIVES

Increase awareness of

the alternatives

Increase usage of proposed alternatives


MARKETING STRATEGIESbe witty, funny &

concernedyouth as the

starting pointutilize social media.

focus on benefits, not features

MARKETING MIXPRODUCT

DISTRIBUTIONPROMOTIONS

PRODUCTpositioning statement

To men and women who drink and drive that enjoy going

out and drinking with friends, "Intelligent Driving: Smart

Ways To Live" is an advocacy that promotes safety and

provides alternatives to prevent drunk driving. The reasons

are (1) the numerous alternatives to get home safely

without drunk driving, (2) the growing industry of nightlife

entertainment and (3) several cases of drunk driving.

PRODUCTunique selling point

not instilling fear

not dictating what to do

offer smart convenient

alternatives

PRODUCTf e a t u r e s

DESIGNATEGRABTAXI

DIAL-A-DRIVERUBER MANILA

MOBILE APPSMART CARD

PRODUCTb r a n d i n g

fullness of lifeSAFE

CONVENIENT SMART

PERFECT FOR EVENTS

DISTRIBUTIONsmart way home application

set up booths strategic locationsDISTRIBUTION

course it through partnershipsDISTRIBUTION

PROMOTIONSUTILIZE SOCIAL MEDIA

PROMOTIONAL POSTERSPROMOTIONS

VIRAL VIDEO - STORY BOARDPROMOTIONS

VIRAL VIDEO - STORY BOARD

THERE ARE SMARTER WAYS TO GET HOME.don’t drink and drive.

PROMOTIONS

VIRAL VIDEO - STORY BOARD

THERE ARE SMARTER WAYS TO GO HOME.

SMART WAY HOME APPaVAILABLE ON app store & google play.

PROMOTIONS

#THESMARTWAYCONSUMER ACTIVITIES

PROMOTIONS

NON-TRADITIONAL ACTIVITIES

THERE ARE SMARTER WAYS TO COME HOME TO ME.

BEDROOM SETUP NEAR CLUB ENTRANCE

PROMOTIONS

NON-TRADITIONAL ACTIVITIES

grabtaxi codes during events

PROMOTIONS

drunk driving

Marketing

cases of drunk driving

drugged driving act

smart ways

yearold student

philippinespredominantly

road safety

yearold sales officer

pointnot instilling