Seasonal Alternative Non-Alcoholic

Testing Adventure (SANTA) WASHINGTON

PROJECT CHARACTERISTICS   PROGRAM AREA(S)
  Innovative Approach
Targets Hard-to-Reach/At Risk Population		   Alcohol and Other Drugs
Public Information and Education
Diversity
 
TYPE OF JURISDICTION
  State
 
TARGETED POPULATION(S) JURISDICTION SIZE
 

PROBLEM IDENTIFICATION

In 1994, Yakima County, Washington experienced 55 traffic fatalities, a higher number than in any of the previous five years. In 1995, approximately 60 percent of the fatal crashes in Yakima County were alcohol-involved, compared to only 15 percent statewide.

Alcohol-related crashes always increase during the winter holiday season due to alcohol consumption at holiday parties. Although campaigns against impaired driving receive a great deal of publicity, few seasonal celebrations provide festive beverage alternatives to alcohol.

GOALS AND OBJECTIVES

The goal of the Seasonal Alternative Non-Alcoholic Testing Adventure (SANTA) project was to reduce the incidence of alcohol-related crashes in Yakima County during the 1995 winter holiday season. Specific objectives included:

Presenting a series of non-alcoholic drinks to a panel of selected judges and the general public to determine the best tasting drink

Providing the public information on the consequences of drinking and driving to reinforce the need for non-alcoholic beverages, including information for the Yakima Indian Nation population and the Hispanic migrant population

Publicizing recipes for these non-alcoholic drinks

STRATEGIES AND ACTIVITIES

The Traffic Safety Coordinator from the Yakima Valley Conference of Governments helped identify local establishments that provide non-alcoholic drinks during the holiday season. Eight of these establishments agreed to provide sample drinks for judging and

Seasonal Alternative Non-Alcoholic

Testing Adventure (SANTA) (cont'd)

public consumption at a SANTA event held at a local shopping mall. Local dignitaries, community leaders, law enforcement officers, physicians and a local TV reporter were invited to be tasting judges for the event. Student groups such as the Future Home Leaders of America (FHLA) helped publicize the event by distributing posters throughout the county. Students also served as helpers, organizing the judges, distributing information, and taking photographs of people with crash dummies Vince and Larry®.

Two of the three local television networks provided pre- and post- coverage of the event and interviewed students about the importance of the issue of drinking and driving. Local newspapers also provided extensive coverage, with editorials on the problem of impaired driving and features on teens' perception of drinking and driving.

At the event, a moderator discussed the reasons for initiating the SANTA project, and non-alcoholic options for parties. Students distributed booklets with non-alcoholic drink recipes, helpful information on drunk driving laws, and other traffic safety materials.

RESULTS

For the first time in approximately 15 years, there were no traffic fatalities in the State of Washington during the 1995 New Year's Eve holiday. Approximately 800 people attended the SANTA event and 7 judges helped choose a winning drink. A SANTA trophy went to the creators of the judges' favorite drink, the VFEAT-STWLEEM, and the People's Choice Trophy went to the public's favorite, the Melon Splash.

Traffic safety materials specific for the Yakima Indian Nation population were available at the event, as were materials written in Spanish. In this way, the project also addressed the unique needs of the diverse populations in the Yakima County area.