Indiana/Zero Tolerance Campaign

Zero Tolerance Campaign

INDIANA

PROJECT CHARACTERISTICS		PROGRAM AREA(S)
	Targets hard-to-reach/at risk population		Alcohol and Other Drugs
	High media visibility		Youth Programs

TYPE OF JURISDICTION
	State

TARGETED POPULATION(S)		JURISDICTION SIZE
	Youth Drivers		5,840,000
	Parents

PROBLEM IDENTIFICATION
In Indiana, 10 percent of alcohol-related fatalities and 11 percent of alcohol-related injuries involve drivers under 21 years of age. Additionally, approximately 50 youth under the age of 21 are killed each year in alcohol-related crashes. In 1996, the Indiana General Assembly enacted legislation that set the legal blood alcohol concentration (BAC) for drivers under the age of 21 years at .02 BAC, and set stiff penalties for violationa fine up to $500 and driver's license suspension of up to one year. The challenge was to inform the public about this law prior to its implementation date, January 1, 1997.

GOALS AND OBJECTIVES
The Governor's Council on Impaired and Dangerous Driving implemented the Zero Tolerance Campaign in 1996 to educate Indiana youth and their parents about the new law. Specific Campaign objectives included:

Making the general public aware of the new law
Impacting drinking behavior among teens
Impacting impaired driving behavior among teens
Positively changing the teen impaired driving statistics in Indiana

STRATEGIES AND ACTIVITIES
The theme "Count Down to Zero" was used as a countdown to the effective date of the new law. Several strategies and activities made this an effective campaign:

Through private donations and the services of an advertising agency for the Governor's Council on Impaired and Dangerous Driving, a paid radio schedule was developed using a game show theme and targeting young males
A press conference held during 3D (Drunk and Drugged Driving Awareness) Month focused heavily on the new zero tolerance law, the "Count Down to Zero" campaign, and the overall problem of teen drinking and driving
Informational rack cards were distributed by police and schools outlining the consequences of violation of the zero tolerance law
Print and broadcast public service announcements were distributed to all radio, television, and print media throughout the state, for use during the last two weeks of the year. The campaign was designed so an announcement could be used every day for the last twelve days of the year
Blitz #9 of Operation Pull OverIndiana's Safe and Sober campaignalso used these materials and messages throughout the months of October and November in order to give citizens advanced warning about the new law

RESULTS
Donations of almost $22,000 for purchasing an advertising schedule were used to leverage $133,000 worth of media coverage for the campaign.

During the week following the campaign, a random sample of 100 males aged 16-20 from throughout the state was surveyed to gauge the awareness level and impact of the new law. The results were as follows:

95 percent were aware of the new zero tolerance law
52 percent could correctly identify the fine or punishment for violation of the law
76 percent said the law would make them think about drinking
50 percent said the law would effect whether they would drink
84 percent said the law would make them think about drinking and driving
78 percent said the law will effect whether they drink and drive

FUNDING
	Section 410:	$14,000
	Private:	$21,950
CONTACT
	Debbie Milas, Marketing Director Governor's Council on Impaired and Dangerous Driving 150 West Market Street, #330 Indianapolis, IN 46204 (317) 232-1484

National Highway Traffic Safety Administration

Summer 1997