Assignment: “Write a paragraph about the concept of a designated driver…”
Source: http://www.plug.london/wp-content/uploads/2014/12/Designated-driver.jpg
It’s 2am on a Saturday and, as per usual in Vancouver, the rain is pelting the pavement outside. It’s December and the air is damp and cold. Everyone’s breath reeks of shitty mixed drinks and tequila as we stumble out onto the sidewalk after closing time. The plan was to bus home, but the bus stop is at least a ten minute walk, the rain is coming down without mercy for all the hipster-chic Vancouverites who are out on this block, and there hasn’t been an empty taxicab pass by in what feels like years. Impatiently, our friend whips out his keys and, instead of leaving the car until morning as planned, we pile in and drive away, recklessly endangering those around us because a few drunk people didn’t want to get wet. A designated driver would change all of this – as a designated driver is a pre-selected individual out of the group who stays sober for the evening in order to transport others safely. It’s a good idea, it’s cheaper than cabbing, and it’s more comfortable than bussing. Typically, a designated driver is a win-win (except, perhaps, for the one friend who has to remain sober while those around them descend into drunken stupidity). I’ve had a number of friends offer to take on this role, especially if they wanted to socialize but save money. Other nights, a designated driver is difficult to find.
Now Read: http://www.hsph.harvard.edu/chc/harvard-alcohol-project/
From http://www.hsph.harvard.edu/chc/harvard-alcohol-project/
Harvard’s School of Public Health sought to inject the concept of the designated driver and an aura of acceptability surrounding being the “sober one” into American culture. They did this through partnering with all major television broadcast networks to air PSAs but, more importantly, to work story-lines and references connected to designated drivers and sober drivers into popular television programs. I personally believe this was an extremely intelligent manoeuvre. At its peak during its original run, Cheers was watched by over 27 million viewers nightly. If viewers could see an avid drinker such as Norm, a relatable character who everyone knew by name at the local bar because of his frequent visits (“Norm!”) discuss being driven home by a designated driver, the concept would likely gain more acceptance at a faster rate than it would through an onslaught of overly dramatic (often times poorly produced) public service announcements and advertisements. If Norm is going out after working, having a number of drinks amongst friends, and then calling a sober friend for a ride home, then perhaps others should do the same and it wouldn’t be socially unacceptable.
This isn’t the only time either partnerships have been made (or pressure has been placed) on media and production companies. The mass reduction of cigarettes from Hollywood films has damaged the connection between glamour and cigarettes. Although it’s not completely eradicated, it’s much less common to see a lead Hollywood actor light up in an blockbuster action film, less on-screen couples are lighting up for a post-sex drag, and you would definitely not see Cruella Deville drawn with a cigarette in any remake of 101 Dalmatians. Similar tactics could be applied to a topic such as condom use. Rates of condom use in America has increased, but if public health organizations wanted to see a further increased use of condoms to reduce transmission of disease or, perhaps, teenage pregnancy, they could work with broadcasters or film production companies to increase the mention or discussion of condoms and condom use in television shows and Hollywood films. Having two characters discuss the need to use a condom during a conversation in the show Glee, for example, might leave an impression on the many teenagers who watch the show religiously. Having a character in a raucous sex comedy noting the need to put on a condom before a wild romp could infer subliminally to the audience that wearing a condom is okay, even in those more “random hookups.” If public health organizations wanted to take it to the extreme, they could attempt to partner up with adult entertainment production companies to increase the visible use of condoms in adult features – and, thus, injecting the sight of a condom into the fantasies of audiences, spanning genders and sexualities.
Moral of the story: subliminal-esque messages (“designated drivers”) and product placements (condoms) within television and films can work for the greater good and can be very effective if done right.
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