100% Cool

Associação Nacional de Bebidas Espirituosas
Portugal
2002 > Ongoing
#AwarenessRaising #DesignatedDrivers #RoadChecks

Objective

To decrease the number of alcohol – related road deaths and injuries especially within the 18-30 year old age range.
To raise awareness for the designated driver concept.
To stimulate target engagement with the "100%Cool" attitude with a big focus on online and street activity.

Description

In 2002 ANEBE established a broad partnership in creating the ‘100Cool’ designated driver concept, making it one of the oldest continuous campaigns of its kind in Portugal.  It was updated in 2010. 
It is promoted through a mass media campaign (TV, Radio, cinema and poster billboards), a dedicated website, a Facebook page and the on-trade distribution of leaflets and gifts.  The website has a lot of tools that reinforce 100%Cool message/attitude: for example, a blood alcohol calculator, a test drive game where people can drive their friend's safely and cool tips for "100%Cool" behaviour. It is also very interactive: it has a regular chronogram and maps showing where 100%Cool night control street events are, all results can be shared in social networks and a downloads section with 100%Cool goodies such as wallpapers, TV spots, etc. 
100%Cool teams (responsible drinking ambassadors) patrol the streets and events and reward designated drivers (for example with a 20€ fuel voucher) during police late night controls – all the awards must be claimed on the site, for interaction with the target group in a more personalised way. They are also present at popular summer music festivals, the "Queima das fitas" of Porto and Coimbra and greet freshmen in Viseu and Coimbra.
In 2013, McDonald's took part in the campaign: McMenus are offered as an award to the 100% Cool Drivers and 100% Cool flyers are distributed in the McDrive.
On the 2014 New Year's Eve the GNR and ANEBE implemented prevention actions with drivers in 3 cities (Lisbon, Porto and Algarve). See the RTP TV news.  Actions were also carried out in August and December 2014.
In May 2014 coinciding with “academic week” festivities a month-long awareness campaign targeted 18 to 30 years old youth in cooperation with the Public Safety Police (PSP). Visits to entertainment districts in Lisbon, Porto, and other cities by 100% Cool youth ambassadors, who will administer voluntary alcohol tests and award gifts to those with a BAC level of zero.  

Partners

ACP – Car Club of Portugal
RTP – National Television, SIC – Local Independent Television
BP – British Petroleum
Ministry of Internal Affairs
GNR - National Republican Guard (Police Force)
PSP - Public Safety Police (Police Force)
President of Portugal
Staples
Figura de Estilo (Model Agency)
Cat (retail)
Holmes Place
McDonald's
Others

Results

In 2016, There 1,1251 were designated drivers, out of 17,710 contacts met at 365 interventions.  The Facebook posts had a reach of 12,486 and 281 "likes".  The website had 1,674 visitors.
In 2015, more than 20 volunteers reached approximately 500 young people. August 2014: 316 young drivers were stopped in five sessions in Albufeira and Vilamoura between 2 and 24 of August.  Of those breathalysed, 220 showed no blood alcohol at all or were driving below the legal alcohol limit. March 2013: the Drive Me website had over 4,000 registered users and more than 6,330 visitors, 70% of which were new.   From launch until March 2013 more than 92,000 young people had met the Night Brigade.  Over 24,400 breathalyser tests had been taken by designated drivers (more than 8,100 tested 0%).  There had been more than 9,600 visits to the 100% Cool website.
The campaign has also received recognition for example:

It was recognised twice by Effectiveness Awards (Gold on Marketing of Cause in 2006 and short listed in 2007.
It was a recipient of the Euro Effies in 2005 (the only campaign developed in Portugal that received one).
It was appointed as a model for public, private collaboration by successive Portuguese Presidents - through messages of encouragement and support of His Excellency. Jorge Sampaio (in 2005, 2006) and His Excellency the President Prof. Aníbal Cavaco Silva (in 2007, 2009, 2010).
It was included in the academic curricpa of two universities as a paradigm of communication with young drivers.
It was highlighted by the International Center for Alcohol Policies (ICAP) in 2012 as an example of effectiveness in reducing alcohol consumption among drivers.

Measurement & evaluation

In 2015, statistics showed a 73% reduction in young drivers fatalities, which is about 20% higher than the reduction observable in general poppation.
Statistics suggest that the campaign has contributed to raising awareness in Portugal. In 2012 the GNR (National Police) stated that “Given the decrease in injuries to young drivers, it is clear that young drivers are particularly aware and interested in receiving information about defensive driving in order to alter their potentially risky behaviour”.  This idea is supported by recent research by ANEBE which showed an 85% awareness of the campaign and 75% affirmation of being designated driver among the target group.
In addition, 2012 police statistics show that there has been a reduction in not only the number of drink-driving casualties but also the number of fatalities within the 18 to 30 age group: a 74% decrease in fatalities among the Portuguese youth compared 43% in older age groups.  Further, there has been a higher fall in casualties and minor injuries among young drivers (66%) compared to other age groups (52%).
In 2011, the police worked in cooperation with ANEBE during the summer, revealing that the number of young drivers aged 18 to 30 years old driving with a BAC of 0 has increased to nearly 80%.  Out of 1,323 drivers tested, 266 young drivers had a positive BAC but were below the legal limit; 15 people had a BAC between 0.50 and 0.79 and only 11 had a BAC between 0.80 and 1.19. 

Website

http://www.100porcentocool.pt/

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