SOCIAL MARKETING

Social Marketing

Social Marketing

Introduction

To reduce road accidents related to alcohol consumption requires a multi-sectoral effort, where all actors consider participating in the problem, implement solutions to achieving a collective responsibility. Both proposals collected so far as the responses of focus groups of IMESEVI (held in Mexico City, Guanajuato, Jalisco and Nuevo Leon in the year 2008), people (especially youth) explain the importance of involving both retailers of alcoholic beverages centers as nightly entertainment centers in the solution of the problem. Attention to improved legislation on responsible serving and selling alcoholic beverages is generally aimed at reducing alcohol sales to intoxicated persons, but there is more that can be done to involve establishments in the attack the problem. The evening entertainment establishments play a key role in the prevention of road accidents caused by driving under the influence of alcohol. Worldwide, the legal responsibilities of these vary from legal responsibility (Australia), to freedom and alienation of the problem. A middle ground is the responsibility accepted by "establishments responsible" who notice the benefits of caring for customers and consumers (Anderson, 2008, p. 84).

A lot of proposals compiled relate to legal responsibility and obligations of the establishments. However, given the impossibility of measures such as these short-term actions listed below that can begin to be implemented in the short term and may serve as a framework for more comprehensive legislation in the future. Below are some measures that can carry out the facilities responsible for preventing people who have consumed alcoholic beverages lead:

It is necessary to break the routine of driving after drinking alcohol. For this, you can seize the moment of departure of the consumer places to spread a message of prevention. People who are driving or going to get into a motor vehicle where it will lead someone who has drunk should be aware of the consequences of their actions and risks. It is also an opportune time to provide transportation alternatives.

Alcohol-site

Currently there breathalyzers in the interiors of some establishments for which they paid to do the test. However, the design and operation encourages the use to play and compete, which ends up being counterproductive, as shown in some recent studies in the U.S. These preventive tools should be placed at the exit or valet parking, depending on the property. The breath test must be free and all guests must be invited to take the test. If the test is not favorable to the client, you must provide safe alternatives such as taxis and economic drivers, service or offer the option to stay longer in the facility until the alcohol level decreases.

For this, it is necessary to train staff at institutions, not only on this issue but on responsible drinking. Facilities should be able to provide information and materials have to communicate the risks and penalties resulting strong data driving under the influence of alcohol (Hunter, 2007, p. 16).

Designated Driver Programs:

Through the proposals have identified two main factors with traditional programs of ...