Conclusions ............................. 14 Bibliography ........................... 15 Appendix .................................. 16 Mr. Rommey Hassman Social and Political Marketing December 2012 1
Table
of
Contents
Executive
Summery
..........................................................................................................
3
Context
and
Importance
of
the
Problem
...................................................................
4
Critique
of
Policy
Options
...............................................................................................
6
Policy
Recommendations
.............................................................................................
10
Conclusions
........................................................................................................................
14
Bibliography
......................................................................................................................
15
Appendix
............................................................................................................................
16
Executive
Summery
The
dire
picture
that
illustrates
the
reality
on
Israeli
roads
is
a
most
worrisome
one.
Road
traffic
accidents
mark
one
of
the
leading
causes
of
injury
and
hospitalization
among
Israeli
adults
aged
15-29
(NRSA,
2008).
In
the
past
decade,
alcohol
consumption
has
presented
increasing
influence
on
much
of
the
Israeli
public,
and
with
it
came
the
alarming
prevalence
of
drunk
driving
accidents
whose
persistence
cannot
be
ignored.
Or
Yarok,
a
leading
Israeli
NGO
countering
road
traffic
accidents,
has
certainly
not
remained
ambivalent
to
this
alarming
trend,
and
has
indeed
established
a
strong
social
marketing
brand
since
its
inception,
bringing
awareness
of
drunk
driving
as
a
problem
to
the
Israeli
public.
Nonetheless,
despite
its
several
marketing
efforts,
Or
Yarok
has
been
faced
with
a
resisting
level
of
drunk
driving
accidents,
hinting
at
a
faulty
social
marketing
strategy.
This
strategy
has
heavily
relied
on
legal
aspects
for
the
abandonment
of
drunk
driving,
rather
than
voluntary
compliance,
while
using
undifferentiated
marketing
techniques
that
sought
to
appeal
broadly
among
the
segments
of
the
public.
This
paper
suggests
that
not
only
should
Or
Yarok
appeal
differently
to
the
different
population
segments,
putting
more
emphasis
on
higher-risk
segments
such
as
young-adults,
but
also
to
enhance
the
Ps
of
its
marketing
mix.
By
enhancing
the
feasibility
of
its
product,
segmenting,
prioritizing
and
tailoring
key
messages
accordingly
while
stressing
the
element
of
price,
among
other,
it
is
believed
that
Or
Yarok
could
substantially
influence
the
public
in
its
battle
against
drunk
driving.
aware of the dangers of drunk driving (NRSA, 2008). In fact, 87% of the sample believed that for anyone who drinks and drives the chances for him to be involved in an RTC are high or very high (NRSA, 2008). The survey revealed an even more positive finding that the majority of the public (77%) avoids driving after drinking (NRSA, 2008). The problem is that there is still a significant segment that drives after drinking alcohol, even when already feeling drunk. Almost a quarter of the public (23%) stated they drove after drinking alcohol and 6% reported drinking and driving often, or very often (NRSA, 2008). Indeed, driving after drinking alcohol is allowed in Israel as long as the blood alcohol level is lower than 0.05, but a study on the influence of alcohol on driving abilities found that driving abilities are impaired at almost any level of alcohol (Shinar, 2007). The most worrisome finding from the survey was that people drive even when they already feel drunk. Almost a fifth (17%) of alcohol users (individuals who drank alcohol in the last month) noted they drove while feeling intoxicated, while half of them (8%) did so more than once (NRSA, 2008). This finding is even more troubling in view of the fact that people are not fit to drive even before they feel intoxicated- at the prohibited and dangerous blood alcohol level in Israel many people do not yet feel they are drunk (Shinar, 2007). In 2008, 11% out of those who reported drinking and driving after their last night out had a BAC3 of over 0.05. Only one year later, in 2009, the number was already up to 20%- an increase of 90% in total (TomerFishman, 2010). Thus, even though the public acknowledges the problem and seems well aware of the implications and risks involved, this is not enough. Or Yarok must create an effective campaign to not only raise the publics awareness but to deter the Israeli public from ever drinking and driving again.
3
Blood
Alcohol
Concentration
5
day depicted in the campaign where drunk-driving is presented in daylight while the drinking culture of young-adults is generally characterized to be at night, typically in bars and other locations outside of the home. It therefore transpires that Or Yarok utilized undifferentiated marketing techniques where a very particular campaign sought to appeal to many population groups, putting emphasis on what is common the issue of drunk driving, while neglecting differentiating nuances. This strategy is a dangerous one as the message of If you drink, dont drive can easily be lost in translation for the many age groups that are presented on the road, and in particular the high risk young-adult age group. In addition, the campaign primarily targets drifters with us, those individuals who understand the problem of drunk driving but are shaky on embracing preventative measures, while neglecting them altogether. The campaign states an implication of drinking and driving, but does not provide an argument as to why drinking and driving is a genuine problem. This may be particularly problematic when certain drifters with them and them may believe the behavior objective has already been met, thinking that drinking and driving does not concern them either because they dont drink and drive, dont drink, or dont drive, and thus are not relevant. Nonetheless this rationale is false as drunk driving can harm these very subgroups by having a drunk driver on the road. Thus the campaign falls short both in selecting its clients and tailoring an effective message to all relevant audience. The product of Or Yarok is unmistakably the desired behavior change of abandoning drunk driving as a whole, in all age groups across the nation, which is sold via social marketing efforts. One of the most challenging aspects of social marketing is that it relies on voluntary compliance rather than legal, economic, or coercive forms of influence, and it is this notion which presents barriers to Or Yarok (Kotler, 2002). According to the RSA one of the leading elements for drunk driving deterrence in Israel is the fear of being caught by the police and receiving legal or financial penalties (Tomer-Fishman, 2010). This view is further radiated in the If you drink, dont drive campaign which rather than calling on the public to voluntarily change the harmful behavior, it exhibits the three adults (who drove under the influence) boarding a bus on which a banner claims: Did you drink and drive? The police will
confiscate your car.5 The problematic nature of this campaign is that it contradicts social marketing norms and appeals to the public using the law, which according to Kotler should be the social marketers last resort when all else fails (Kotler, 2002). The price component of Or Yarok is critical for selling the abandonment of drunk driving to the Israeli public. According to the Social brand model, in order for a behavior change to take effect its yielded benefit must outweigh its cost. However Or Yarok exhibits an inadequate price where cost is dominated by tangible factors such as financial and legal implications, as witnessed in the If you drink, dont drive campaign, while intangible factors such as actual physical risk are put in the back seat. This notion is visible in other Or Yarok campaigns such as the Drunk Driving campaign6 which is of a more explanatory nature, giving facts about the extent of drunk drivers caught by law enforcement and the similar, while neglecting physical hazard altogether. The problem here is twofold; first, by presenting large figures illustrating the prevalence of drunk driving the risk of reign of error may arise as described by Perkins in the Social Norms Approach (Kotler, 2002). The approach outlines that if an individual believes that drunk driving is popular among many and thus the norm, regardless of the accuracy of this perception, he will be more likely to drink and drive despite his own personal feelings. The second problem is that of a weakened benefit verses cost ratio where, by portraying the police confiscating cars and conducting breathalyzer tests, the cost appears to be relatively low in relation to physical endangerment, or worse loosing ones life which could have been alternatively used, making the perceived benefit of avoiding drunk driving relatively weak. Finally, the symbol with which Or Yarok is identified with is rather flimsy, comprising simply the letters of Or Yarok written in green, without a catchy image or slogan. As a result Or Yaroks top-of-mind may be reduced, as the inability to relate to a particular phrase or image as other organizations such as RSA7 allow, may reduce the likelihood of an individual to think of Or Yarok and its message, when considering drinking and driving. 5 See Appendix 2 6 Please see http://www.youtube.com/watch?v=82EvERjaGwM for more information. 7 See Appendix 3 8
Thus, despite the obvious need for strong social marketing campaigns that harness public awareness for eradicating drunk driving, Or Yarok has presented several shortcomings.
Policy
Recommendations
Although
Or
Yarok
seems
to
be
a
well-established,
strong
brand
in
the
Israeli
social
environment,
we
believe
that
it must revise the product, personality, and symbol elements of its social brand urgently in order to enhance its vital battle against drunk driving. We
recommend
that
it
reexamines
and
make
the
necessary
modifications
in
determining
its
strategies
as
outlined
in
3
out
of
the
4Ps
of
the
marketing
mix
model.
Product
Or
Yaroks
current
efforts
have
been
largely
focused
on
different
advertising
methods
in
order
to
call
for
the
publics
abandonment
of
drunk
driving.
Nonetheless,
In
order
to
produce
a
clear
and
effective
marketing
message,
the
broad
product
needs
to
offer
the
use
of
tangible
objects
and
services
that
support
or
facilitate
behavior
change
(Kotler,
2002).
We
recommend
that
Or
Yarok
implement
a
campaign
which
not
only
punishes
the
ones
who
drink
and
drive
but
rewards
those
who
were
smart
enough
not
to.
This
concept
was
firstly
conducted
by
the
municipality
of
Ramat
Hasharon
whereby
systematic
breathalyzer
tests
were
performed
within
the
city
between
the
hours
of
10PM
to
5AM.
Drivers
who
passed
the
breathalyzer
test
(BAC<0.05)
were
awarded
a
50NIS
gas
coupon
and
were
presented
with
information
regarding
drunk
driving
and
its
implications.
The
benefits
of
such
a
strategized
campaign
is
that
it
serves
as
reinforcement
for
people
at
the
action
stage
so
that
they
will
be
aware
of
their
accomplishments
and
therefore
not
vulnerable
to
relapses
(Kotler,
2002).
We
believe
that
if
this
campaign
were
widespread
around
the
country
it
would
gain
much
awareness
and
support
and
most
importantly
encourage
voluntary
compliance
to
the
desired
behavior
change.
Furthermore,
Or
Yarok
can
place
young
volunteers,
aged
18-28,
in
popular
bars
and
clubs,
which
will
hand
out
breathalyzers,
or
alternatively
help
download
relevant
smartphone
applications
(such
as
the
breathalyzer
app
examining
whether
the
user
can
walk
in
a
straight
line,
and
other
driving
after
drinking
apps)
creating
an
interactive
marketing
experience.
Such
actions
will
target
Or
Yaroks
highest
risk
segment
in
the
most
problematic
scenery
using
a
fun
manner
that
is
likely
to
make
people
10
contemplate and rethink their position and responsibility with regards to this prevailing problem. Such strong presence at high involvement places and the interaction with people will probably earn Or Yarok Top-of-Mind awareness. Price In the case of drunk driving the real price is a non-monetary one associated with the time, effort, energy and physical discomfort put into adopting the behavior, as well as the very dominant psychological risks and losses. Or Yaroks campaigns and general actions should lower costs of both adopting the desired behavior and of abandoning the current one. It is quite obvious why the price of adoption should be perceived as very low when the possible risks are so high and fears of being caught are often communicated. However, the reality is that only 33% of the public estimates the possibility to be caught as high or very high and an even lower percentage (13%) reports being actually caught within the last year (NRSA, 2008). In addition, the consequence of immediate death seems as far fetched. As a result the public is likely to disregard or belittle such entry costs as compared with the more felt like exit costs such as relaxing, having fun and social acceptance. An encouraging finding however was that there is no negative peer pressure against drivers who refrain from drinking (NRSA, 2008) which in fact eliminates yet another exit cost leaving us with two very arbitrary ones. This also assures us that social pressures and norms, that signal refraining from drinking if driving as an acceptable cultural value, do exist and are very prominent. Such reassuring information must be communicated as to decrease non-monetary costs. There is no doubt that the greatest benefit of all, in the behavior we are promoting, is life itself and that it is priceless. As such Or Yarok should emphasize that living your life with fun starts first and foremost by actually living and that it will all be worthless in retrospect if something bad, god forbid, should happen. To do so we believe that Or Yarok should pressure the state of Israel to fund free vouchers to its public transportation night services for teenagers and students, who are within the high-risk segments and are easy to get to, as to make the alternatives seem more available in mind and less timely and costly and communicate that life is indeed priceless.
11
We further recommend that Or Yarok work towards increasing and communicating law enforcement presence and actions making the possibility to get caught not only high but also very real to the public. This would cause one possible cost of their current behavior, one that has been very dominant up until now, to increase dramatically and therefore relatively lower the cost and barriers to adapting the desired behavior. Or Yarok must clearly express those lower costs and benefits of the behavior change, as they are essential to the core product. Promotion Despite the wide relevance Or Yaroks encapsulates in its appeal, the manner by which its desired behavior change is promoted must be urgently revised to a more differentiated approach. As with any marketing campaign, the key for its success lies within the selected target audience, otherwise known as clients in the personality element, whereby segments will need to be prioritized, allocating the limited amount of resources to the most effective and efficient segments (Kotler, 2002). As such, Or Yarok must firstly segment its audience according to the severity of the problem, by appealing more to the segment that presents a higher risk of drunk driving. Seeing as young adults are the highest risk population segment, Or Yarok should create campaigns that explicitly tailor the key message accordingly, in terms of the age of the actors in the campaign, displayed environment (bars, clubs, etc.), late time of day, among other factors. Furthermore, Or Yarok should consider using additional mediums for campaign publicity; rather than using only TV campaigns, Or Yarok should consider enhancing its involvement in the social networks arena, whereby not only could it create more of a viral buzz around its campaigns, but also meet the young adults at their own turf, where they are most active. Nonetheless by no means should Or Yarok target young adults solely. Or Yarok should create a variety of campaigns targeting several adult groups of other ages, as well as other members of the general public, otherwise known as them, who may either be an ordinary passerby crossing the street, or the passenger of a car driven by a drunkard, among others. It should be noted, that rarely is a market segmented using only one variable, and as a results each segment should be further profiled
12
and narrowed by another variable (Kotler, 2002). For example, Or Yarok may further profile its young adults market on the basis of driving experience, appealing to new drivers differently than those on the road for years. Another part of the social brand model Or Yarok should consider revising, which is associated with its promotion strategy, is its symbol. Or Yarok should seek to create a catchy slogan with which it could be identified among all segments, while introducing a logo that captures the message visually. Thus Or Yaroks promotion methods must entail further promotional factors that via a proper segmentation of the market, form an enhanced presentation of Or Yaroks key message. Lastly, In Israel little is known about the extent of drunk driving and alcohol involvement in RTC injuries and fatalities since there is no systematic collection of BAC and thus no reliable method to assess prevalence. This lack of information prevents Or Yarok from establishing a clear goal that is meaningful to campaign efforts and that will be feasible to measure. In order for Or Yarok to better understand the actual product, learn more about their target audiences knowledge, beliefs, current behavior, and most especially the impact of the desired behavior, they must reinforce surveillance, routine toxicological testing, various occasional surveys and create sobriety checkpoints, especially at relevant places and time of day/week/year as part of an evaluation and monitoring strategy.
13
Conclusions
It
is
beyond
doubt
that
the
problem
of
drunk
driving
in
Israel
is
of
great
severity,
which
must
be
attended
urgently
before
further
deterioration,
via
social
marketing
efforts.
Or
Yarok
has
indeed
expended
such
marketing
efforts
in
calling
for
the
publics
abandonment
of
drunk
driving,
nevertheless
these
efforts
were
only
partially
effective
due
to
an
imprecise
selection
of
target
audience
and
an
inadequate
presentation
of
its
product,
among
others.
Or
Yarok
should
seek
to
fine-tune
its
marketing
mix
strategies
based
on
the
above
recommendations
so
as
to
allow
its
social
brand
to
provide
effective
tools
in
this
vital
battle.
14
Bibliography
Or Yarok. "Driving Under the influence, Or Yaroks Standpoint." Or Yarok. . Oct 2007. Web. 30 Dec 2011. <http://www.oryarok.org.il/webfiles/audio_files/taktzir.pdf>. Friedman, Ron. "Road safety advocates slam failure to reduce traffic deaths." National News. The Jerusalem Post, 28 Dec 2010. Web. 30 Dec 2011. <http://www.jpost.com/NationalNews/Article.aspx?id=201212>. NRSA. "The Involvement of Young Adults in Road Accidents." Viewpoints in Road Safety. National Road Safety Authority (NRSA), 2008. Web. 30 Dec 2011. <http://www.rsa.gov.il/CommitmentDay/Documents/yedion/Gilayon4.pdf>. Kotler, Philip, Ned Roberto, and Nancy Lee. Social Marketing. 2nd. SAGE Publications, 2002. 5-181. Print. Tomer-Fishman, Tamar. "Driving Under the Influence of Alcohol in Israel 2010." The Central Informative Unit of RSA. Road Safety Authority (RSA), 2010. Web. 31 Dec 2011. <http://www.rsa.gov.il/AlcoholAndDriving/Documents/studydoc/AlcoholDrivingSur vey2010final.pdf>.
Jaffe PhD, Dena H., Bella Savitsky MPH, Konstantin Zaistev MD, Jehuda Hiss MD, and Kobi Peleg PhD. "Alcohol and Driver Fatalities in Israel: An Examination of the Current Problem." Rpt. in ORIGINAL ARTICLES. Vol. 11. Tel Hashomer: Gertner, 2009. 725-29. IMAJ. Web. Shinar, David. "Alcohol and Driving." Traffic Safety and Human Behavior. England: Elsevier: Oxford, 2007. Print.
15
Appendix
1.
2.
Please
see:
http://www.youtube.com/watch?v=qmHVjJOqKjU
for
full
video
3.
16