Lilliana González, Independiente el 23 de Apr del 2010

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** The advertisement should be done in English.

Topic: Prevention of driving under influence of alcohol

THE CLIENT:
ASOCIACIÓN COSTARRICENSE DE AGENCIAS DE PUBLICIDAD Y EMPRESAS DE COMUNICACIÓN COMERCIAL (ASCAP): Association that brings together leading companies from different branches of business communication. The Association wishes to contribute with a publication to raise awareness of a problem that we live daily. Therefore, ASCAP seeks to make our country a better place.

THE BRIEF:
The relationship between alcohol and accidents is well known. Specifically in relation to traffic accidents and in general it is estimated that driving under the influence of alcohol is responsible for 30-50% of fatal accidents, 15 to 35% of those who cause serious injury, and 10% of those who do not cause injuries.
Young people, for various reasons (inexperienced drivers, high consumption on weekends, uninhibited behavior, etc..) are particularly vulnerable. It is estimated that the relative risk of suffering a fatal accident on drivers with blood alcohol levels of 80 mg/100 ml is highest among young people 16-17 years (165 times) and between 18-19 years (70 times).

Consequences of alcohol abuse
- Alcohol slows reactions “After a glass of whiskey average man needs 15% longer than normal time to stop the car or take a turn at the wheel at the critical moment.”
- Alcohol accentuates the presumption. “Even the smallest amount of alcohol, causes to the driver a dual effect: their driving worse and makes them think they drive better.”
- Alcohol weakens the clarity of judgement.
- Alcohol reduces the ability to concentrate. Under the influence of alcohol the driver becomes more talkative and is easier distracted.
- Alcohol affects the visual power. It has been shown that moderate drinking reduces the visual acuity in 32%. “After drinking alcohol, the driver see as bad as you would in darkness through a pair of sunglasses. To appreciate and recognize the details needs more light than usual and things dimly lit escape entirely from his vision, if is dazzled by bright light, takes longer than usual to return to see clearly. “

In January the Costa Rican press announced that thanks to the harshness of the law, the arrest of drunk drivers in Costa Rica fell almost 50%.
Later, the deputies gave in and lowered up to 70% the penalties of Traffic Law.

We can not leave all responsibility to the creation of laws and their enforcement, we need an awareness campaign for the citizens.

Communication objective
To raise awareness of the importance of driving with responsability and free from the effects caused by drinking. Change the culture of irresponsible driving.

Target audience: General public in Costa Rica

Tone of voice: Strong, direct.

Mandatory inclusions: ASCAP logo

Gracias

Dirección Ejecutiva
ASCAP