Preventing Drink Driving in Singapore

The assignment content discusses the issue of drink driving and its consequences, particularly in Singapore. The campaign launched by Singapore Road Safety Council, Traffic Police, and STCars aims to educate motorists about drink driving and remind them to exercise personal responsibility. The campaign's slogans are simple and catchy, but the posters lack punch in delivering their intended message to party goers. The assignment also highlights the legal alcohol limit in Singapore, penalties for drink driving, and statistics on arrests and fatalities due to drink driving.

Introduction
Everyone drink for many different reasons, some for leisure, some due to peer pressure
and some are feeling stress or depress. However when they start drinking and driving
they become a threat to the society.
Drink driving is one of the most selfish thing anyone can every do in the world. The
driver not only affecting his own life, it causes injures and kills innocent people every
day. It can be prevented and doesn't have to happen, but still does. Every time a drunk
driver hits the road, they endanger everyone who is on the road.
It is the main risk factor for road safety. Drinking and driving is greatly influenced by
contemporary social attitudes towards the practice. Alcohol reduces your ability to
make coordinated decisions in many different ways. A small quantity of alcohol can
have different effects such as, poorer coordination and judgement, taking longer time to
react resulting in reduction in vision, hearing and concentration. Different people
reaction differently after they had alcohol. With the effect of alcohol, they tend to make
rash decisions, and they tend to feel bolder. Those people who drink and drive will
believe they are not as drunk as they actually are and they feel confident in themselves
that they will be extra careful when they are driving to avoid accident.
Some people enjoy the thrill of defiance. Some people also feel like rules are established
specifically to subjugate them and won't to display their freedom as a statement to
themselves and others. And some just sincerely disagree with the established rules, and
feels that it is right to violate them.

Existing Drive Drinking Campaigns in Singapore
This Anti-drink drive campaign launched in 2014, 11 December by Singapore Road Safety
Council, Traffic Police and STCars at Bang Bang, Pan Pacific Hotel. The campaign’s tagline
was used since 2009, “Don’t drive to drink. And you’ll never drink and drive” to remind all
driver the consequences of drunk driving.
SWOT Analyse
Strength
In this campaign event, they reaches out to the friends and family members, how can
they play a part to help the motorist to avoid such an offence. It also aims to educate the
motorists about drink driving, and to remind them to exercise personal responsibility.
During the campaign event, they launched a few creative posters which their slogans
are beneficial and simple. The slogans reveal the purpose of the campaign and keeping
it simple by catchy and proven words.
Weakness
Although the slogans reveal the purpose, however the posters are not strong and loud
enough to send the message and it is not very attractive for one to take a another look at
it. The posters lack of punch in delivering its intended message to the party goers would
not create a distinct image to the party goers. Furthermore, if these posters are placed
near other promotional advertisements, the party goers would ignore the posters as
there are too many campaigns vying for their attention.

Opportunities
For this campaign, they collaborated with the taxi by displaying poster on the side of
taxis, to reach out to people not to drink and drink. In order to drive more reach for the
campaign, one opportunity to be taken would be to collaborate with taxi companies to
advertise the posters on the vehicle reminding and advising the consumer of a better
alternative instead of driving if they have taken a drink. Additionally, the campaign
could be placed on
Threats
The poster for this campaign will give a wrong idea especially to one who had just had
alcohol the wrong point of view.
Drink Driving
Drink driving is a serious offence in the laws of Singapore. The legal alcohol limit in
Singapore is 80millimigrammes (mg) of alcohol per 100ml of blood or 35 microgram’s
(ug) of alcohol per 100 ml of breath. Any driver found guilty will be charged by Traffic
Police for drink drinking.
Under the law of Singapore, there are strict penalties. If motorists are convicted of drink
driving for the first time, they will be disqualified from driving for at least one year and
a fine of up to S$5,000 or six months in jail.
If motorist are under the legal limit, they can also be charged with drink driving, as long
as they do not have proper control of the vehicle.
On Sept 30, Chief Justice Sundaresh Menon laid out four bands of sentencing after
reviewing recent cases of drink driving:
 Offender with between 35ug to 54ug, will be ban from driving for 12 to 18
months and will be fine between $1,000 to $2,000;
 Offender with between 55ug to 69ug will be ban from driving for 18 to 24
months and will be fine between $2,000 to $3,000
 Offender with between 70ug to 89ug, will be ban from driving for 24 to 36
months and will be fine between $3,000 to $4,000
 Offender with at least 90ug will be ban from driving for 36 to 48 months or
longer months and will be fine more than $4,000
As reported in year 2014, from January to October, 12 people died in drink-driving
incidents, including 6 passengers who were not behind the wheel. In the same period of
time, there were a number of 2,588 arrests cases for drink-driving, according to figures
revealed by Parliamentary Secretary for Health and Transport, Associate Professor
Muhammad Faishal Ibrahim.

In the first half year of 2015, there were 1,258 who were caught drink-driving. As a
result, there was a drop of almost 16 per cent, compared to last year, 1,495 were
nabbed for drink-driving.
URL of the campaign: http://srsc.org.sg/news-events/stcars-anti-drink-drive-campaign-2014-
2/