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Zero Tolerance Driving Initiative
Transcript of Zero Tolerance Driving Initiative
A Community-Based Zero Tolerance Program -
Completing a Model of Minimum Legal Drinking Age
Dr. Mark Johnson with the Pacific Institute for Research & Evaluation
serves as the lead PI & agency of 5- year study, funded by
, an agency of the
National Institutes of Health
Two schools were selected as sub-grantees to serve as locations of intervention implementation: Morgantown, West Virginia (
West Virginia University - WVU- Dr. Keith Zullig
) and State College, Pennsylvania (
Penn State University - PSU - Dr. Robert Turrisi
ZERO TOLERANCE LAWS
All states enforce Zero Tolerance (
) Laws, which dictate punishment for
underage drinkers who chose to drive with a BAC of over .02
Most members of society remain unaware of the existence and penalties of the ZT laws.
These penalties can involve the reception of a formal Zero Tolerance citation, license suspension, reports to school authority, impounded vehicles, and monetary expenditures.
The Community-Based Zero Tolerance Research Project is to
(ZT) Laws by
implementing and evaluating an
deter underage persons
– collegiate and non-collegiate -
from driving with any amount of alcohol in their systems
To deter/ decrease underage drinking and driving in communities by the end of the intervention.
To implement and evaluate an enforcement and-publicity program targeting underage drinking drivers.
To investigate the effectiveness/sustainability of the intervention.
INTERVENTION @ PSU
WDTV Channel 5 News
Radio Spots (
Website Banner Ads (
Ran ads (3) both semesters (6 ads)
Media Wave 1:
What ZT Law means and the penalties for a violators.
11 X 17 Gloss Ads (100 each wave)
Football Stadium (Earned Media)
Media Wave 2:
The introduction of Passive Alcohol Sensor (PAS)
PAS = The Buzzkill Flashlight
Triad Groups > Concept Testing:
3. Fail and Jail
4. Light (PSU)
Media Wave 3:
Emphasizing increased enforcement of driving-and-driving laws in the community.
Collaborated with WVU's Media Strategist & Graphic Designer to convey the campaign's messaging concepts through
Three Media Waves
working in concert with Police Enforcement activities during the Fall 2012 and Spring 2013 semesters.
University Relations Team
of the intervention is
and should be viewed as a
$35,000 Media Budget:
INTERVENTION @ WVU
: Lova Jaros
Traditional Marketing Approach
$50,000 Media Budget:
Takes your party from bumpin’ to buzz-kill at the speed of light.
The police positioning is required for valid study results when measuring the perceived risk of apprehension.
+ Press Release
WVU Journalism Student
Story of a victim
radius around Morgantown @ $30 max per day and focused
on Cost Per Click (
a bid limit of $2.00 with approx.
of Buzzkill Police Training
Social Media Plan
Social Email Invite (
Facebook Mugshoot Contest
Twitter Pic Posts
Cab Card Questions
Cab Stand "how to" Video
Filming of a Buzzkill
WVU student sharing his DUI story
$150 gift card to Target (two cards)
$200 Target gift card
$50 = 10 Cab cards
$100 = 20 Little Caesar's gift cards
Visit Duration: 0:53
% New Visits: 87.36%
January - May 2013
Total Cost: $225.75
direct / none: 154
Analytics Keyword Search
Visit Duration: 1:00
% New Visits: 83.69%
Ex. Traffic Counts: 64,000
direct / none: 1,222
Integrated Marketing Communications (IMC) Approach
Lova Jaros, Program Manager
West Virginia University
School of Public Health
RCB HSC, PO Box 9190
Morgantown, WV 26506-9190
(V) 304-293-0669 (F) 304-293-3845
Feel Free to Reach Me:
WVU survey teams are comprised of approximately
conduct randomly assigned
roadside and sidewalk anonymous surveys
10pm and 3 am
, on eight separate occasions per year (for the life of the project).
provide a blood alcohol concentration (BAC)
breath test and a brief interview to measure awareness of enforcement, perceptions of risk, media messages, self-reported driving after drinking, & demographic information.
It is approximated that by the end of the ZT study
6,400 roadside surveys
4,800 pedestrian surveys
2,400 web surveys
will be collected, analyzed, and used to develop future interventions for underage drinking and driving.
The Integrated Marketing Communications (IMC) graduate program at the West Virginia University (WVU) P.I. Reed School of Journalism is designed to give public relations, marketing and media professionals the tools they need to lead their company's communication strategy in today's dynamic digital environment. WVU IMC students learn how to develop effective integrated marketing communications campaigns that create meaningful dialogue with consumers and maximize ROI.
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