Introducing a Pilot Program

EXPERTISE
Corporate
Communications

Agency Staff

Background
In 1993, the State of Hawaii Department of Transportation's (DOT) "Fatal Accident Report Summary" indicated that 55 percent of Hawaii's traffic fatalities were alcohol related, ranking Hawaii fourth highest in the nation for its percentage of alcohol-related fatalities. Another study, "A Community Attitude Survey Regarding Alcohol Use and Drinking and Driving" by Matson Sunderland Research and Planning Associates, indicated that more than 90 percent of residents surveyed named "drivers under the influence of alcohol" as a major safety problem. Based on this information, the Hawaii DOT hired Stryker Weiner & Yokota Public Relations, Inc. (SWAY) to develop, promote, administer and evaluate a pilot designated-driver program.

Objectives
The long-term goal of the program was to reduce the incidences of alcohol-impaired driving by improving the social image of designated drivers. The immediate objectives were:

1. Encourage people to be designated drivers.
2. Create a more positive social image for designated drivers.
3. Test the structure of the designated-driver program for ease of implementation.

Activities
SWAY designed a program to target males 21 - 35 during the holiday season at five popular Honolulu restaurant/bars.

A character spokesperson, KEOKI KOOL, the Designated Driver, was created as a symbol of the program. Although Keoki was a hip young male, the accompanying message conveyed that anybody could be KEOKI KOOL.

Input from participating establishments' managers was used to structure the program rules: Licensed drivers in a party of two or more would receive nonalcoholic drinks and/or appetizers if they agreed to remain alcohol free for the duration of their group's stay. The participants were asked to fill out a questionnaire to be used as a research tool. As an incentive for completing the questionnaire, the returned forms were entered into a prize drawing.

To successfully launch the campaign, SWAY:

1. Obtained corporate sponsorship for advertising dollars and air time in exchange for sponsorship.
2. Produced TV and radio advertising designed to resemble ads that sell alcohol. The commercials featured 11 popular local athletes, musicians, radio and TV personalities.
3. Coordinated a press conference to unveil the program. A local physician was on hand to explain the physiological effects of alcohol on the body. Alcohol-dosing and field sobriety tests were performed on volunteers.
4. Designed and produced collateral materials including table tents, lapel pins, posters and media kits.

Results
Nearly 1,000 questionnaires were collected. These forms provided the Hawaii DOT with information about how participants became aware of the program. More than 80 percent of the respondents stated that they had participated because of the publicity and advertising.

In qualitative interviews with restaurant managers, there was a marked increase in the social acceptance of designated drivers. Many people were seen entering the establishments and exclaiming "I'm KEOKI KOOL tonight!" Positive editorial coverage also helped create this supportive atmosphere. As an added indicator, an article about "What's Hot and What's Not in 1994" in THE HONOLULU ADVERTISER listed being a designated driver as "hot."

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