Product Name Marketing Plan

1
Keychain Breathalyzer Pilot Results NSA Naples
Tri-Service Safety Conference 12 February 2008 E.
Paige Bindi
2
National Statistics
1 fatality every 13 minutes
1 person injured every 2 minutes
1 DUI for every 135 licensed drivers in the US
1.4 million drivers were arrested in 2005 for
driving under the influence of alcohol or
narcotics in the US
The European Unions legal Breath Alcohol Content
limit is 0.05
Statistics provided by the National Highway
Traffic and Safety Administration (NHTSA)
3
Background

• Defense Safety Oversight Committee
• FY 06 funding for pilot program
• All services participating
• CNRE received 20,000 breathalyzers
• 5,000 per installation
• Follow NSA Naples Model
• Distribution at Safety Indoc
• Free refills at Safety Office
• Standdowns, Holiday Briefs
• Others at CO discretion
• Target all age groups
• Active Duty, US Civilian, Family Members

4
Background

• Measures of Effectiveness
• Feedback from users
• DUI incident rate
• Alcohol-related motor vehicle mishaps
• Program Benefits
• Stimulates risk discussion
• Fosters responsible choices
• Promotes sailors taking care of sailors
• Provides additional risk-management tool

5
Measure of Success

• Survey results currently offer the greatest
  insight as to the effectiveness of the keychain
  breathalyzers

6

• Survey Sample Size
• The survey sample very closely mirrors the
  demographic composition of NSA Naples.
• Total respondents both military and civilian

7
Where did respondents obtain the keychain
breathalyzers?
320 survey respondents stated that they had
received a Keychain Breathalyzer
8
Was the keychain breathalyzer easy-to-use?
9
Where to obtain a refill?
10
Mishap PreventionPutting Analysis Into Action

• 63 of those who self-tested positive made
  other arrangements after reading the result or
  decided not to drive, thereby possibly preventing
  a tragic mishap.

11
Safer Road Ahead

• Continue to capture and analyze data from surveys
  and other sources
• Conduct similar analysis at additional
  installations in CNRE
• Develop and implement marketing plan to increase
  utilization and awareness
• Increase distribution points
• Develop and implement a coordinated advertising
  campaign

12
Questions?