What problem did you address/are you addressing?
Accidents due to Drink Driving.
What are your objectives?
Our objective is the promotion of moderate consumption of alcoholic beverages by passengers and no consumption by drivers.
Describe the characteristics of your target audience
Our primary target is mainly the youngsters and young adults with ages 18 to 30 years old. However, the initiative goes way further by reaching out to all other drivers, and other relevant stakeholders such as authorities, several police branches and government authorities.
How did you disseminate/are you disseminating results?
Our target audience is impacted via different ways:Before going out: via the use of well know ambassadors, TV personalities, young actors who help spread the message in TV programs, facebook community, music, via the 100% Cool song, rewards, when young 100% Cool drivers claim them they inevitably talk about it.When they go out, and after they go out: using road safety police operations distributing awards to those with 0% alcohol and around night clubs using teams of young people to impact their peers with positive messages and breathe testing.- media, website, facebook page and other social media and in location through the Brigades and the Police forces. They educate young people about the importance of a designated driver who does not drink that night and takes the remaining friends safely to home.- Over the years Radio, TV, Cinema, Outdoors were also used.
How did you evaluate/are you evaluating the success of your action?
The evaluation was since 2009 always performed internally. The data is obtained via the Police Forces and the teams who perform the 100% Cool brigades.
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Please list the indicators you use to measure success
News hits, the audience, circulation and advertising equivalent value.
The evaluation process is based in the data thas is available for us in the EC and by the governament autorities. Data includes: The National Enquiry of Psicoactive Substances in Portugal, 2012; the 2013 Road Safety Report and the CARE Database / EC.
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Contacts made directly with young people explaining the 100% Cool program
Breathalyser tests carried out by the 100% Cool brigades and/or Police agents