Accident Analysis and Prevention

Question: Discuss about the Accident Analysis and Prevention. Answer: Introduction: There is an increasing trend in the drinking habit and drug addiction within the youths globally. Their drug addiction and drinking habit often becomes a problem for them as well as for the other people in the society. In addition, people are now addicted with their mobile phones so much that they use it even while driving (Armstrong et al., 2014). This report tries to focus on the need for spreading awareness amongst people so that they can take care of their life. Through this, report the need for the NGO named Beyond Blue to be engaged in social marketing and awareness has been focused. The report starts with a brief survey of the existing literature in this regards and then highlights the focus of the campaign. A SWOT analysis has been done followed by the reason behind choosing the targeted market has been provided. A catchy message and the effectiveness of that message have been evaluated. Through a concluding stanza the findings of the report has been summarized. Chosen Organization and Academic Literature: The Australia based non-profitable organization named Beyond Blue has been chosen for this report. It has been in operation since October 2000. The birth of this organization has been through the initiative of territory governments and the Australian Federal. The main motto of this organization is to deal with the depression, mental disorder and anxiety of the different age-group of people (www.beyondblue.org.au, 2017). According to the report published by Federal Trade Commission, around 4,700 youth die from consumption of alcohol. Globally around 10,322 people died and 345000 people were injured because of impaired driving (www.tac.vic.gov.au, 2017). Literature on this topic also suggests that drunk driving or driving while using mobile phone is not only fatal for the person but also causes moral hazard (Khezhie Srivastava, 2016). In spite of the fact that there have been several deaths over the years due to these two factors, still very few literatures have been able to capture the true essence of the actual loss caused by these two factors. The gap lies in the literature, as the life of people needs to be converted in monetary terms to capture the loss. Different nation gives different weight-age to peoples life and thereby the gaps exist in the literature. Campaign Focus: Beyond blue is going to organize or launch a new campaign named Alive Today, Alive Tomorrow. The campaign has been named as Alive Today, Alive Tomorrow as only if binge drinking can be controlled, the number of accidents can be reduced and thereby the youths would get a scope to live in tomorrow. Through this campaign, it is going to focus on the betterment and raise awareness amongst youths engaged in binge drinking and addicted towards their mobile phone. This is going to be a new campaign for the organization. There is a serious need to implement proper marketing strategies for the organization working for a social cause (Vaucher et al., 2016). This concept of social marketing involves development and integration of various concepts of marketing to influence the behavior of the people and drive their conduct in the betterment of the communities (French Gordon, 2015). This upcoming campaign is going to focus on two arenas, namely to identify the addicted youths and make them aware of the consequences. In addition, this campaign also focuses on providing guidance through which the parents of the adolescents and the youths can understand the ways in which they should communicate with their growing kids. SWOT Analysis: The internal factors existing within the organization, which helps in identifying the gaps of the organization, can be done through SWOT analysis. In case of Beyond Blues the SWOT analysis has been presented below: Strength The main strength of this NGO is that it has been built up with the initiative take by the Australian government. The organization has been involved in dealing with people of different age-groups. Last year in 2016, this organization has been recognized within the top 3 organization in Australia (www.beyondblue.org.au, 2017). Weakness Beyond blue does not have any prior experience to campaign for the cause of drunk driving and technical addiction (www.tac.vic.gov.au, 2017. Since, the organization has not yet dealt with this factor, therefore, the organization lacks in the infrastructure that is needed to take care of rowdy, drug addicted youths. Opportunity Being listed as amongst the top 3 organization in itself is a great opportunity to attract funding which can smoothen their functioning (www.beyondblue.org.au, 2017). The organization has been dealing with peoples depression and anxiety. This is greatly related to the new campaigning that they are going to introduce. Threats There are several NGOs working in Australia who possess a tough competition to this organization (www.tac.vic.gov.au, 2017). For this upcoming campaign, the organization faces the threat of unacceptability amongst the youths who are engaged in drinking and breaking law and orders. Justification of Target Market: According to data published by Australian Institute of Health and Welfare, it has been observed that on an average an Australian takes their first dose of alcohol between 16 and 17 years of age (www.aihw.gov.au, 2017). In addition, the report published by National Drug Strategy Household Survey also states that average Australian get into their habit of smoking in during this age (www.aihw.gov.au, 2017). This clearly indicates the fact that young adults and youths are the most vulnerable section of the society. They are also under peer pressure and have the notion of following the trends blindly (Klauer et al., 2014). This is the primary reason behind Beyond Blue to target the youths in their campaign. In addition, the youths are the future human capital of an economy and the pillars of the society. Hence, their bad habits are going to hamper the society in general and the upbringing of the future generation (Dibbs, 2014). Social Marketing and 4Ps: The approach through which any organization plans to develop strategies focusing on the peoples behavior and tries to channelize their behavior in the benefits of others is known as social marketing (Inoue Kent, 2014). Through this report, the 4Ps of marketing has been highlighted which the chosen organization is going to adopt in their upcoming campaign. Product: The first Ps in any marketing strategy is Product. The concept of products includes anything that can satisfy the utility of the consumer. It can be both tangible and intangible in nature. The product for the upcoming social campaigning is not any tangible commodity but the service provided by the employees of the organization. Here, the employees and the volunteers are highly enthusiastic in service and catering to the well-beings of the people. The range of services that they are going to provide to the Australians through their campaign starts from highlighting the consequences of drunk driving and usage of mobile while driving (WHO, 2013). On the next step, they are going to select the regions with the highest record of accidents caused due to drunk driving took place. In those regions, they are going to identify the youths and try to make them more responsible through counseling and rehabilitation (Livingston Jiang, 2013). The final service that they are going to provide to the Australians is to set up an interaction zone whereby the parents of youths can interact and learn the ways in which they would communicate with their growing kids. Recent news suggests that there have been several drunk driving cases recorded in Australia (Olding Levy, 2016). This may prevent or reduce the death toll caused by drunk driving. Price: According to famous sayings, Theres no Free-Lunch, the service provided by the non-profitable organization is not free of charge. Like every other things it also has a price but the difference is that the price is not borne by the Australian people who is going to be benefitted from this service. The price or cost of organizing a campaign varies in many directions like cost incurred in advertisement, venue cost, cost incurred on the day of campaigns and few other such costs The organization is going to raise funds, which is going to cover up their costs. In addition, Beyond Blue is going to request the Australian Federal to provide them with the necessary grants. Place: Place is an important factor in any marketing strategy. If the product is not placed strategically then it cannot catch peoples attention. In this case, Blue Beyond should start their campaigns in densely populated cities of Australia. They are going to held open-air campaigns and street plays too attract youths and convey them the social message. In addition, the campaign is going to be held in different university campuses and during the social gatherings in any high schools and university programs. Promotion: There is a subtle need for advertisement about the campaigning. In todays world advertisement through social media is the best way to reach out to mass people. The targeted market of youths always remains active in different networking sites and henceforth they can be made aware of this campaign through it. In addition to it, the different other types of media can be engaged to promote the social cause. Advertisement through print media, television media can be utilized optimally to reach out to targeted audience as well as to the whole society (Stephen et al., 2017). The news can also be spread to the people by putting up a electronic board carrying the message which would be set up beside different major traffic signals. Catchy message: A short message along with jingles can help to spread awareness and promote the campaign that is going to be held by Beyond Blues. The message that they want to spread is: Alive Today, Alive Tomorrow Evaluation of the effectiveness of message: In order to understand the success of any marketing strategy, the organization implementing it must go through post implementation evaluation program (Scott-Parker Oviedo-Trespalacios, 2017). In this case, the NGO is going to evaluate the effectiveness of their advertisement after two months of its first publication of the advertisement. The NGO is going to check out the accident statistics from the localitys cops and from the local government. A significant reduction in the number of drunk driving cases is going to imply that the message has impact on the society (Macy et al., 2016). Conclusion: The report can be summarized by stating that there has been a increasing trend in the accidents caused due to drunk driving and texting while driving. Social marketing of the chosen organization and the campaign that they plan to launch may be helpful in reducing this mishap. Beyond Blue is going to focus on the youths through their different strategies. They are going to spread awareness, help in reducing life loss and help the youths to maintain a healthy relationship between their family life and social life. References: Armstrong, K. A., Watling, H., Watson, A., Davey, J. 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