Social Marketing Campaign: Analysis of Anti-Drink Driving in Singapore

This report provides a comprehensive analysis of social marketing campaigns in Singapore designed to combat drink driving. It begins with an overview of the social issue, highlighting its impact and prevalence. The report then critically evaluates existing interventions, including campaigns by the go...Read More

Running Head: Social Marketing Campaign
Anti-Drink Driving Campaign

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Table of Contents
Introduction:................................................................................................................ 4
Body of the Report:..................................................................................................... 5
Analysis of social issue:...........................................................................................5
Critical evaluation of current, contemporary intervention designed to address the
social issue:.............................................................................................................9
Appraisal of the outcomes of the chosen intervention:..........................................10
A proposed change or modification to any aspect(s) of chosen intervention.........11
Plan:...................................................................................................................... 11
Application of SWOT Analysis Model:................................................................12
Downstream Campaigning:................................................................................13
Seven C’s of Strategic Collaboration:................................................................13
Determination of Co-Creation of assignment:........................................................15
Conclusion:............................................................................................................... 16
References:...............................................................................................................16

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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.

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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 (Baum, 2000). 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 (DUI, 2009). 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 (Razgale, Kokarevica, &
Bolsteina, 2014).
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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capabilities of achieving the behavioural changes that it has brought in. The main
purpose of the report is to analyze and evaluate the major issues relevant to
development of successful social marketing strategy so as to ensure the
achievements of the interventions for the interests of the population and the society.
In Singapore the interventions initiated by the traffic police department have been
successful to some extent shows the declining rate of accidents and fatal cases
because of drink driving in Singapore. The interventions administered by the NGOs
and the third parties have also been successful. But there are certain areas where
the interventions have failed to fetch desired outcome. The report has been prepared
with the intention of the analyzing the current strategies used in the interventions.
The transport authority of the country has also taken several initiatives towards the
prevention of this kind of social issue.
Drink-Driving
Singapore is the nation where the risk for road accidents is higher than any other
nation in the world. There are many reasons behind the dangerous fatal road
accidents of which the drink-drunk driving is a major one as observed in the last
decade. There have been various interventions being initiated to prevent such
accidents and death casualties. The intervention s undertaken by the traffic police
authority of Singapore along with the NGOs and government have brought in some
positive results. Though the number of such incidents has been decreased but there
is a need for complete prevention and control over this issue. The campaign that is
going to be organized against drunk driving in Singapore will include the
interventions of the health department of the country, police and government
departments and transport authority. The campaign will implement the tools of the
digital marketing and will try to make strategies more modernized and resourceful.

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The initiative to be taken in future will include the interventions of the health authority
also. The inclusion of different relevant segments and authorities will make open the
opportunities for success. The drinking and driving is one of the social issues that is
being faced by many countries. There have been several interventions and in this
regard to as to reduce the possibilities of such unfortunate incidents. The driving with
high alcohol content in blood not only risks the person who is driving but also it is
risky for the others who can be the victims of the accidents. It is true such injury or
even deaths caused by drink driving can be prevented if proper measures are taken
and most importantly the awareness of the general public must be generated.
The interventions that the transport authority of the country has taken along with the
support of the traffic police have reduced the rate of the accidents due to drink
driving since 2013. The number of arrests for drink driving has been declined by
almost 30% from 2013 to 2017. The strict laws for the drink-driving have been
initiated in 2013 in Singapore. This law has generated some kind of awareness and
fear among the public. traffic Police department of Singapore has also provisions for
strict invigilation about the number of cases of arrests for driving being drunk. The
number of accidents has also been observed to have reduced from 2013 to 2016 by
more than 26%. It is seen from the data as published by the traffic police of
Singapore that the number of arrests from drunk driving has been increased from
2011 to 2013. The number has been nearly 2730 in 2011 while it has reached more
than 3000 in 2016. This made the authority concerned to come up with more robust
and strict sentencing laws to prevent the accidents and number of arrests. From
2013 to 2016 the number of arrests has declined to about 2100. This decline is much
appreciable. In Singapore, the legitimate limit of alcohol content in blood is 0.8. But
the law takes steps even in the cases where the alcohol content in blood is below the

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legitimate limit but the person driving the vehicle loses control and causes any
accident then he or she can be sentenced with strict punishments. The situation was
somewhat different in the past. In Singapore, there have been many cases of deaths
and injuries due to road accidents caused by drink-driving (Milnes, 2017).
Source: https://www.theonlinecitizen.com/2017/04/18/how-bad-is-singapores-drink-
driving-problem/
The incidents of deaths due to drink-driving road accidents account for more than
10% in 2015 in Singapore. From the researches it has been found that the major
reason for the road accidents has been alcohol consumption and then driving. The
issue has been much serious before 2013. The number of the deaths and injury
caused by alcohol consumption and driving in a state of being drunk has been
remarkably higher at a certain point of time. If the statistics of the other developed
countries are found then it can be seen that compared to the nations like USA,

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France and Canada the deaths because of drink-driving is less. In Germany, the rate
has been very similar to that of Singapore (ValuePenguin, 2017).
Source: https://www.theonlinecitizen.com/2017/04/18/how-bad-is-singapores-drink-
driving-problem/
The research on the frequency and intensity of this social issue has been conducted
by the World health Organization and also by the traffic police authority of Singapore.
The initiatives have been taken so as to prevent the issue and to eliminate the same
from its roots. The role of social marketing is quite significant in this respect.
Evaluation of Current Intervention
In Singapore, there has been anti-drink driving campaigns organized with the aim of
promoting responsible driving and to prevent the occurrence of the unfortunate road
accidents causing severe injuries and even deaths. One of the interventions in the

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form of anti-drink driving campaign is SGCarMart Anti-Drink Drive Campaign which
has been commenced in 2016 in the month of December being launched at Zouk.
The main aim of the campaign is to allow the motorists to be aware of the fact that
they are required to be more responsible so that they could save many lives along
with their own. One of the objective was to remind the motorists of the nation about
the importance of being responsible while driving and to keep the roads safe. This
campaign has been initiated by Devrajan Bala, who is the Assistant Commissioner of
Police and Deputy Commander of the Traffic Police and by Mr. Desmond Lee who is
the senior Minister of State for Home Affairs & National Development. On 1st
December of 2016, this campaign has been initiated. It has been apprehended by
the Traffic Police that more than 1500 motorists would be arrested for the cases of
drink-driving which has been lower than the year of 2015. There has been an
apprehension of about 13% decline in the cases of drink-driving in 2016 than that of
2015. The campaign has initiated with noble causes and has motivated the family
members and friends to be the major motivation behind the decline of this issue
(Lim, 2016).
In 2014, another campaign has been launched by the Singapore Road Safety
Council and the authority of Singapore Traffic Police Force (Singapore Road Safety
Council, 2014). The name of the campaign is STCars Anti-Drink Drive Campaign.
The aim of the campaign is to promote road safety and to make the drivers aware of
safe and responsible driving (Singapore Police Force, 2017). There have been many
more campaigns as launched and initiated by the Singapore Police Force with the
support of the authority of Traffic Police of the country. The aim is to provide
education about safety on roads. This movement has also gained success. It aimed
to engage the drivers and motorists to get proper education on road safety in

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Singapore (Siong, 2015). In 2015, there has been AsiaOne Anti-Drink Campaign
being launched by the Traffic Police of Singapore. In the Campaign almost 80 drivers
have been tested for consumption of alcohol through various road blocks in the
nation and it has been observed that there has been 16 drivers including male and
females to have failed and they have been arrested (SingaporeRoad Safety Council,
2015).
Appraisal of the outcome of the chosen intervention:
In Singapore, there is fine and penalty if caught or any damage is caused to life or
property due to drink driving and reckless driving. The legal limit of drinking and
driving is 35 micrograms of alcohol for every 100 ml of breath or greater than 80
milligrams of alcohol for every 100 ml of blood. However, the traffic police have the
right to book the driver for drink driving if he feels that there is reckless driving
involved. The penalties include the following:
 For first offence, the cops will impose a fine between $1,000 and $5,000 or
imprisonment up to 6 months.
 The second offence consists of fine between $3,000 and $ 10,000 including
imprisonment up to 12 months.
 From the third and subsequent offences, there will be fine imposed of up to
$30,000 along with up to 3 years of imprisonment (Hauck, 2018).
Apart from these legal guidelines to discourage drinking and driving, there are
several campaigns undertaken by the police and the transport authorities from time
to time in order to discourage drinking and driving. However, there are some major
issues in these interventions that needs to be taken care of so that the number of
drink driving cases and the ensuing accidents are reduced furthermore in Singapore.
However, it cannot be denied that the existing strategies of social marketing through
various NGOs and government authorities have been successful in reducing the

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number of arrests related to drink driving in Singapore. Overall, it can be said that
the social marketing campaign has proven to be effective and successful
interventions in the context of Singapore drink driving cases (Valet Service
Singapore, 2017).
A proposed change or modification
It can be observed from the information gathered from the various sources over the
internet that though the cases of arrests due to drink driving in Singapore have
reduced over the years, yet there are substantial cases of fatalities to self and other
‘s lives and properties due to the cases of drinking and driving. The authorities such
as the government, transport authorities and police department indulge in occasional
campaigns with the help of various intervention strategies for the purpose of
increasing awareness of the people as to the health and societal problems of
consuming too much of alcohol and then sit behind the wheels. The imminent
success is undeniable but there is scope of improvement in the social marketing
campaigns in this regard (PELTZER & PENGPID, 2015).
As changed intervention strategizes, it can be recommended that it is better for the
authorities to involve the health ministry to help in developing these campaigns. This
is because too much alcohol intake is in itself a vice and it leads to various social
malice such as diseases of liver, heart, lungs and various other organs of the body.
Therefore, the health authorities can undertake mass media campaigns to highlight
the ill effects of drinking on health along with the perils of drink driving in order to
achieve a better outcome in reducing the cases of fatalities (WHO, 2017).

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SWOT ANALYSIS
The SWOT Analysis has been administered for the purpose of determining the
strengths, weaknesses, opportunities and threats of the current intervention
strategies in Singapore undertaken jointly by the various public authorities for the
purpose of developing mass media campaigns for creating awareness of drinking
and driving.
SWOT Analysis:
Strengths
 The campaigns undertaken by
various authorities jointly thereby
bringing various ideas and
strategies together (Heng, 2017).
 The current intervention
campaigns have proved to be
effective as cases of drink and
drive arrests have reduced over
the years
Weaknesses
 The campaigns have often lacked
the focus and perseverance by the
authorities involved
 On many occasions, the desired
objectives were not achieved
satisfactorily owing to which the
cases of drinking and driving have
not reduced significantly as
expected
Opportunities
 There is scope of improvement in
the mass media campaigns by
involving the health authorities in
these social marketing campaigns
 The health authorities will highlight
the health impacts of alcohol
consumption that will help to
create awareness and discourage
alcohol consumption in general
that will naturally seek to reduce
drinking while driving which will
achieve a dual effect
Threats
 There are often loopholes in the
legal procedure of imposing fines
and penalties as an traffic police
officer might be unscrupulous
enough to accept bribe and let go
of a driver who has been caught
intoxicated on wheels (The Cabin,
2017).
 The current intervention strategies
have not achieved the desired
degree of success due to lack of
proper communication and

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coordination between the various
parties involved in such social
marketing campaigns
discouraging drinking and driving
Downstream Campaigning:
Downstream campaigns refer to the position of the organization near to the end
users (Benge, 2017). In case of the future campaigns to be conducted by the police
and transport authorities, there should be more interaction directly with the target
audience such that the message of awareness can be spread directly to the people
so that they refrain from drinking and driving. The advantage of this type of campaign
is that it gives the authorities much more opportunity to come in close contact of the
target audience in the supply chain. This will make the campaign more effective.
Since it is recommended to involve the health department also in such campaigns,
therefore downstream activities will be more effective (Owyang, 2012).
Seven C’s of Strategic Collaboration:
The future intervention strategies should consist of social marketing campaign for
discouraging drink-driving in Singapore. There needs to be strategic collaboration
between the parties to be involved in the future campaigns such as the transport
authority, police department, health authority and other government agencies
(Higher Education Research Institute , 1996). In order to make the campaigns more
effective it is extremely important to observe the following Seven C’s of Strategic
Collaboration:
 Connection with Purpose and People- All the partners in the strategic collaboration
should share the same focus and purpose of the campaigns in order to make them
successful. The individuals involved need to associate with the social value of the

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collaboration and there should be transparency of communication and coordination
between the senior leaders of the authorities in collaboration. There is the need to
offer effective leadership by the organizers and the coordinators in this social
campaign such that the desired message can be successfully transferred to the target
audience. The purpose of the anti-drink drive campaign needs to be communicated to
the audience such that the possibility of success can be ensured in the long run.
 Clarity of Purpose- The purpose of the collaboration should be clear to each of the
parties such that there is no ambiguity in the objectives and functions of the strategic
collaborative group in such campaigns. The anti-drink and drive campaign calls for
absolute clarity in the objectives of the campaigns that are to make the public aware
of the perils of driving after drinking. The mission is to achieve the purpose of
warning the masses about the health hazards of drinking and at the same time
discouraging the drink-driving tendency of many people that brings unsolicited
incidents like accidents and deaths. The participants and the organizers should work
in unison that is they must coordinate with one another and ensure that the campaigns
are conducted effectively for the purpose of achieving the desired objective.
 Congruency of mission, strategy, and values- Each of the partners should be able to
understand the other’s business and each one should understand the mission, vision
and values of the others and help each other to achieve the combined objectives of the
group that is to attain reduction in drink-driving cases in Singapore. In respect of the
anti-drink drive campaign, this objective should be followed by the organizers,
sponsors and participants such that the success of the campaign can be achieved. The
organizers will have to design the campaigns and choose the sponsors and activists
with the purpose of achieving the task of being able to make the community aware
about the recent scenario of drink-driving in Singapore. The alignment of the
missions, values and strategies is required for the purpose of achieving the objective
of the campaign.
 Creation of Value- It refers to the value creation in respect of each of the partners
involved in the campaigns and it also refers to the value that is accrued to each of the
partner from the collaboration process. The anti-drink and driving campaign must
result in the value generation for each of the parties and every one of them should take
care of the interests of the others such that the campaign can achieve its desired
objectives.

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 Communication between partners- There should be satisfactory level of
understanding, trust and communication between each of the partners in the
collaboration and effective communication should culminate into achievement of the
strategic objectives. The campaign must have effective communication between the
organizers, sponsors, activists and the target audience. This is because, in a social
marketing campaign, the success of making the message reach to the audience
depends on the clarity and transparency of communication between the several
partners involved.
 Continual Learning- The strategic collaboration between the partners should
facilitate the development of learning of each of the partners on the ways of working
together through collaboration and undertake future collaborative acts for achieving a
social marketing objective. The anti-drunk driving campaign needs to facilitate the
learning of the several partners and the stakeholders involved in the project so that
they can understand and trust each other and might undertake campaigns together in
future successfully. The learning assimilation should occur for each of the partners
involved in the campaign that will facilitate the future campaigns by making them
more comprehensive and being able to achieve a larger social outcome.
 Commitment to the Partnership- This refers to the various trends of investments in
the partnership such as personal, institutional or financial. The partners should be
committed to the achievement of the objectives for such strategic collaboration
(DMN, 2015). The investments those are required for the anti-drink and driving need
to be planned prudently as per the commitments to the respective partners as it is one
of the most important resources for the campaign to be undertaken so that the desired
objectives are achieved. The budgeting is important and it should be done after close
communication and interaction with all the stakeholders. The interests of each party to
the project must be effectively honoured for the campaign to achieve success and
ensure all the partners stay committed to the campaign for being able to achieve the
required aims of the campaign.
Determination of Co-Creation of assignment:
The assignment on the social issue selected can be termed as a Co-creation
because it involves a social marketing campaign undertaken by a social marketer
and directed towards a target community which the social message is supposed to
address. There are three elements in the assignment where there are social

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marketer and targeted customers together co-creating the social marketing
campaign.

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Conclusion:
On a concluding note to this report it can be said that drink-driving is a major social
issue in Singapore that has been the cause of many fatalities and deaths. Though
the government in collaboration with transport authority, police department and
several NGOs have achieved considerable success in creating successful
interventions, yet the exploitation of the mass media social marketing has not been
fully undertaken. There are opportunities for more effective future campaigns those
might result in achievement of even lesser number of casualties and deaths from
drink-driving.in the country. This research has recommended such an intervention
strategy that can be utilized by the authorities for implementation.
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