Effective Strategies for Reducing Drink Driving in Singapore
Added on 2019-09-25
19 Pages4731 Words185 Views
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Running Head: Social Marketing CampaignAnti-Drink DrivingCampaign
2Social Marketing Table of ContentsIntroduction:..................................................................................................................4Body of the Report:.......................................................................................................5Analysis of social issue:............................................................................................5Critical evaluation of current, contemporary intervention designed to address the social issue:...............................................................................................................9Appraisal of the outcomes of the chosen intervention:...........................................10A proposed change or modification to any aspect(s) of chosen intervention.........11Plan:........................................................................................................................11Application of SWOT Analysis Model:.................................................................12Downstream Campaigning:.................................................................................13Seven C’s of Strategic Collaboration:.................................................................13Determination of Co-Creation of assignment:........................................................15Conclusion:.................................................................................................................16References:................................................................................................................16
3Social Marketing Executive Summary The purpose of this report is to portray the existing situation of drink driving in Singapore and identify the major intervention strategy that has been undertaken by the government and the transport authority to ensure that there is more awareness of the society regarding this major social issue. The report then offers the changed intervention strategies in order to remove the existing weaknesses in the intervention strategy due to not being able to achieve the desired outcome satisfactorily. The research has analysed the required change in intervention policy that is required in terms of determining the strengths and weaknesses of the current intervention plans through the application of SWOT Analysis. The research has finally proposed an effective intervention strategy by implementing the Seven C’s of Strategic Collaboration between the various parties involved in such campaign for the purpose of ensuring that the current state of drink-driving in Singapore sees a better future and the number of drink-driving cases are reduced so that there is less loss of lives. The research has offered valuable recommendations by implementing these strategies after identifying the gaps in the existing campaigns in Singapore in order to curb this notorious social issue.
4Social Marketing Introduction:The social issue is a major problem for the population of a society as a whole. The social issues can affect the population of the society in adverse ways. One of the severe social issues is drink driving. This issue has become much popular in different places of the world that could result into fatal incidents in majority of the cases. Drinking and driving does not only impact the life of any single individual but also the lives of many people in danger [ CITATION Bau00 \l 1033 ]. The police and government of different countries have already taken many initiatives for the welfare of the population and to curb this issue on serious note. There are many non-governmental organizations or NGOs who are also trying hard to aware the population about the consequences of this social issue. Many campaigns are organized and held for the public interests. The people need to be aware about the harmful consequences that take place because of drink driving. Some campaigns were successful while some are not but the try and efforts should not be stopped[ CITATION DUI09 \l 1033 ]. The social issue of drink driving is common in every nation. In Singapore, the issue is found to have taken a bad shape in the last few years. But from the data and information it is found that the rate of drink driving has reduced in the last three years which shows the competence and success of the interventions done so far. The role of social marketing can never be overlooked in this respect [ CITATION IRa14 \l 1033 ]. The report has been prepared with the aim of understanding the role of the social marketing for the behavioural changes and to analyze critically the occurrence of behaviour with the aim of preparing a plan for a successful social marketing intervention. The social marketing intervention plan needs to be appraised for its
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