DRUNK DRIVING: GAINING GROUND

THROUGH THE USE OF SOCIAL MARKETING

Michael RothschildSchool of Business

University of Wisconsin-Madison

POP ConferenceSeptember 25, 2006

TODAY’S AGENDA

Developing a conceptual baseWhat is social marketing?How does it relate to problem oriented policing?

Applying the concepts to practiceAlcohol impaired driving (AID)

TWO QUOTES TO INSPIRE YOUR THINKING

“Role of government is to create opportunity; role of citizen is to seize opportunity”

“Organize policy and strategy so that self interest does what the community requires”

PUBLIC SAFETY BEHAVIOR MANAGEMENT

Three major classes of strategic tools:Education / Communications /

MessagesEnvironmental Change / Social

Marketing / Situational Prevention / Problem Oriented Policing / Outreach

Enforcement / Force of law

A BIT OF COMPARISON: SOCIAL MARKETING AND

PROBLEM ORIENTED POLICING

POP: Increase the barriers for, and reduce the rewards of, the behavior to be reduced

Social Marketing: Increase the benefits of and reduce the barriers inhibiting the behavior to be increased

UNDERLYING ISSUES THAT DRIVE SOCIAL MARKETING

Customer FocusCustomer DisconnectsCustomer Accommodation

CUSTOMER FOCUS

Self interestFree choicePowerCompetition

COMMERCIAL AND PUBLIC SAFETY ISSUES ARE

FUNDAMENTALLY DIFFERENT

Commercial marketing appeals to immediate self interest

Public safety campaigns often ask for:Behavior that is opposite of self interestAnd may be opposite of current behaviorAnd may never clearly benefit the person

PUBLIC SAFETY ISSUES ARE FUNDAMENTALLY

DIFFERENTCommercial marketing acknowledges:

Consumer has free choiceConsumer has powerCompetition in the marketplace

Public safety campaigns often neglect:The power residing in the consumerThe competition inherent in free choice

CUSTOMER DISCONNECTSAND SEGMENTATION

A continuum of targetsStages of changeMotivation, opportunity and ability

SEGMENTING ON WILLINGNESS TO BEHAVE

Easy to See or Convey Self Interest

Need to See and Receive Benefits

Can’t See and Can’t Convey Self Interest or Benefits

Education

EnvirnmntMarketing

Enforcement

No/weak competition

Unmanageable competition

Passive/active

Competition

Prone to Behave as Desired

Resistant to Behave as Desired

Unable to Behave as

Desired

SEGMENTING ON STAGES OF CHANGE AND

WILLINGNESS TO BEHAVEProne Unable Resistant

Awareness Education Education Education

Attitude Education Mktg,Educ

Enforce,Educ

Trial Behavior

Education Marketing Enforcement

Repeat Behavior

Education Mktg,Educ

Enforcement

SEGMENTING ON MOTIVATION, OPPORTUNITY, ABILITY

Behavior = f (M, O, A)Motivation:

Self interestGroup norms

OpportunityEnvironment allows behaviorAdd benefitsRemove barriersProvide incentives

AbilitySkills and proficiency

MOTIVATION

OPPORTUNITY

ABILITY

yes

no

yes

yes yesno

no

no

MOTIVATION

OPPORTUNITY

ABILITY

yes

no

yes

yes yesno

no

no

prone to behave

unable to behave

resistant to

behave

resistant to

behave

unable to behave

unable to behave

resistant to

behave

resistant to

behave

education

marketing

marketing enforce

enforce

education marketing

education marketing

education marketing enforce

education marketing enforce

CUSTOMER ACCOMODATION

Increase benefitsDecrease barriers

Making it fun, easy, popularFitting into the daily hassles of lifeHelping those unable to behave

COMMERCIAL AND PUBLIC SAFETY ISSUES ARE

FUNDAMENTALLY DIFFERENTCommercial marketing recognizes

People’s desire for fun, easy, popular…Easy: fitting in with daily hassles

Public safety campaigns often focus on:Long term issuesStop doing what is fun, easy, popularAdd a new hassle into hectic life

COMMERCIAL AND PUBLIC SAFETY ISSUES ARE

FUNDAMENTALLY DIFFERENTCommercial marketing recognizes

People’s inability to behave as they wishPublic safety campaigns often neglect:

Environmental barriers Difficulty in behavingDisconnect between AWARENESS, ATTITUDE, and BEHAVIORDisconnect between MOTIVATION and BEHAVIOR

WHAT IS MARKETING?

…Creating, communicating, and delivering value to customers…

…Managing customer relationships……Benefiting the organization and its

shareholders.(American Marketing Association

2004)

--also--

Achieving our goals by meeting the needs of others and providing benefit to those others.

REDUCING ALCOHOL IMPAIRED DRINKING

The Goals: To reduce alcohol related crashes by 5%

To be self sustaining after one yearTo demonstrate the value of social marketing

SOCIAL MARKETING PLAN

Talk to expert observersTalk to target Create toolbox of ideas Take toolbox into several communities

Become a local forceCreate local coalitions

Develop, market, advertise productsObserve the outcome

DEVELOPMENTAL RESEARCH

7 focus groups with expert observers 11 focus groups with target

Describing 21-34 single menWhat are they looking for?Why do they drink?Why do they drive after drinking?Why don’t they drive after drinking?Decision making processes of target

In sum: Benefits, barriers, change behavior

Customer

3 Cs OF MARKETING

Competition

Company

DEVELOPMENTAL RESEARCH

The target (Customer)Primarily 21-34 single guys, ruralBlue collar and farm workerHigh AW and positive ATT re issues

Competition has huge market share“I can drive myself home” Often no alternative way to get homeNegative: lots of worry late in evening

Our product capabilities (Company)A ride service unique to each community

WHY DO THEY DRINK?

It’s what you do; to get drunkImpress friends with drinking ability

Escape the reality of daily problemsOvercome fear, inhibitions

Let’s them become someone else

WHY DO THEY DRIVE AFTER DRINKING?

To get homeDon’t want to leave car behindHassle to get back to car in morning

Alternatives are not availableSocial pressure; everybody does it

To be coolUnaware of impairment; become fearlessLow risk of getting caught; weak

enforcement

A FEW OTHER KEY FINDINGS

Different phases of eveningTo bar, between bars, back home

Get target to bar without carVehicles need to be appealing, coolWilling to pay for service

BRIEF SKETCH OF PROGRAM

Rides to, between and home from barsDesirable vehicles and allow drinkingReasonable, but self sustaining fees

Each community:Begins with our research and strategyDevelops unique program for community

PARTNERSHIPS AND COALITIONS

Public: NHTSA; WisDOTPrivate: Miller Brewing; Tavern

LeagueCommunity:

community leaders and local govt local media local law enforcementlocal bar owners and staff public health workers advisory board of target members

(view video here; it can be found at

www.roadcrewonline.org )

OBSERVING THE OUTCOMEPhone survey

Post test only in treatment communities Awareness, attitudes, and perceptionsGeneral population, target, city leaders, bar workers

Sales recordEach ride is potential alcohol related crashCount rides versus crashes, OWI, injuries, or deaths

Bar coupon surveyPre and post testTreatment and control groupAdmitting drinking and driving w/ anonymity

SOME 1ST YEAR RESULTSHigh AW and favorable ATT BEH: ~20,000 rides in three

communities Est. 17% crash decline from previous

yearNo increase in individual consumptionFewer incidents per two week periodCost per crash: $56,000Cost per crash avoided: $15,000

3 YEARS LATER

2 of 3 communities are self sustainingWe’ve become part of local culture>45,000 rides given

New funding for 3 more communities>4,500 rides given

Will add 3 communities each yearSee website for details and video

WWW.ROADCREWONLINE.ORG

THE EXAMPLE FITS THE CONCEPTS (PART 1)

Self interest: need to drink, but not to drive

Little power: laws are weak or not enforced

Competition: impaired driving is acceptable

AW, ATT but no BEH: want to behave, but unable to do so

THE EXAMPLE FITS THE CONCEPTS (PART 2)

MOTIVATION, but no OPPORTUNITY or ABILITY: want to behave, but unable to do so

Increase benefits: fun and easy; party without worry

Decrease barriers: unavailable and uncool

Fit into life: rides to, between, and home

Creating and delivering value: new product

7 IDEAS TO BUILD BETTER PUBLIC SAFETY MANAGERS

THROUGH MARKETINGAccommodate self interestAccommodate competitive marketplaceAccommodate our lack of power Create benefitsReduce barriersMake benefits accessibleFit into daily processes and hassles of life

… AND, REMEMBER…

People are rationalThey make their own best decisionsWithin their own view of world

We need to understand these viewsAnd the processes leading to decisions

We need to accommodate these viewsWe do this by listeningWe do this with local coalitions