Our Solution

The Public Education Challenge

While we have made great strides in reducing impaired driving in our country, even one death on our highways is too many if it could be prevented. Hardcore drunk drivers continue to wreak havoc on our nation’s highways accounting for 70% of drunk driving fatalities, a trend that has remained relatively unchanged for more than a decade.

According to a NHTSA study titled: Alcohol and Highway Safety:

  • • The probability of being arrested while driving under the influence of alcohol (with a blood alcohol concentration [BAC] at or above .10 is about 1 in 200.
  • Only about 23% of alcohol-impaired drivers who are treated in emergency rooms or trauma centers are convicted of that offense and therefore do not receive intervention for their alcohol problems through court referral or legal sanction.
  • Thus, the reduction of traffic crashes is likely to depend on identifying and helping drivers who regularly or occasionally drink to intoxication before they are arrested for violations. Many of these high-risk drivers are unaware of their alcohol-related risk and fail to seek assistance a behavior we must change..

Don’t Drive Tipsy Campaign

The key to any successful social marketing campaign is media engagement. The Wachtell Foundation plans to use a variety of media outreach tactics beginning with pilot testing our approach in West Palm Beach Florida.

As we fine-tune our tactics, we will focus on other cities in Florida with the intent of implementing a national effort.

As explained in the section dealing with sponsorships, our immediate goal is to raise the funds necessary to implement our social marketing plan.

The Public Education Challenge

Phase I Media Engagement

  • Employ social media tactics
    • (Facebook, Twitter, blogging)
  • Create a cause marketing program (media time and space paid for by sponsors)
  • Employ earned media tactics
    • (public relations, editorial support)
  • Create a public service ad program
  • Seek media endorsements by involving media associations
  • Form Media Advisory Committee
  • Hold media briefings and press conferences
  • Place messages on:
    • Highway billboards
    • Restaurant/bar posters
    • Internal/External retail posters
    • Shopping center posters
    • Airport posters
    • Transit posters (busses/mass subways)

    Phase II: Public Engagement

    • Create Florida Alcohol/Safety Task Force
    • Stage Town Hall Meeting
    • Create a quarterly newsletter
    • Introduce Task Force at a press conference
    • Create ongoing publicity
    • Include sponsor support
    • Form Speakers Bureau