GS263 SUSTAINABLE TRANSFORMATION

DECREASE NUMBER OF TU STUDENTS FROM GETTING DRUNK

 TEAM MEMBERS
MS. SASSAYA THIPPAYAJINDAKUL
MS. SUPISSARA SUTTAWUTTIWONG

INSTRUCTURE
MR. MASSIMO INGEGNO
 IDENTIFY BEHAVIOUR 1
USER PERSONA 1
SURVEY RESULTED SUMMARY 2
SMART GOALS 3
CONTENT STAKEHOLDERS
EXISTING SOLUTION
3
4-5
DESIGN INTERVENTIONS 6-7
WHO RUN THE CAMPAIGN 8
EAST FRAMEWORK 8
OCTALYSIS 9
ASSESSMENT 10
SOCIAL IMPACT 10
 USER PERSONA
IDENTIFY BEHAVIOUR
Alcohol is common in many cultures including in Thailand.
Nevertheless, getting drunk should not be considered as common. This is because
when people get drunk, they lose their self-control and are unconscious of what
they are doing especially in youth, university students. Even adults consume more
alcohol than youth, the research shows youth are more likely to binge drinking
and get drunk[1]. The report from WHO organisation shows that harmful and
hazardous alcohol use are risk factors both for being victimised and perpetrating
youth violence. The victims and perpetrators alike are young people, and the
consequences of youth violence can be devastating. An average across the world
of 565 young people aged 10 to 29 die every day through interpersonal violence
and for each death. There are an estimated 20 to 40 youth that require hospital
treatment for a violence-related injury[2].
Many problems occurring in the society caused by excessive of
alcohol consumption like bullying, violence , accidents or even sexual
harassment. There was a case that a female law student and a senior male friend Age: 20-24 years old
in Thammasat University get drunk in a nightclub. They then moved back to a
dorm. Then, the unexpected situation occurred. A senior man assault a woman
Gender: both
without knowing what he did. Another day, a man excused that he get drunk and
did not know what he did and what was happening that night. This shows that
getting drunk could lead to problems[3]. Education: TU STUDENTS
This is not the problem that only occur with Thammasat University
students but also in the society level. Solutions for this problem is needed. Thus, Lifestyle: drink alcohol, love to party, hang out with friends,
as Thammasat University students, we want to start making small changes in our like to be surrounded with friends
university. We believe that small changes could create big impact to the society.
Attitude : Drinking alcohol and getting drunk is fine
[1] [1] https://www.sciencenewsforstudents.org/article/alcohol-can-rewire-teenage-brain
[2 [2] http://www.who.int/violence_injury_prevention/violence/wo rld_report/factsheets/fs_youth.pdf
[3] [3] http://www.nationmultimedia.com/detail/national/30324483
Motivation: Friends, Parents, Environment

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 SURVEY RESULTS SUMMARY
NUMBER OF PEOPLE

What most people answer: SUMMARY

1. Age: 20-24 years old
According to the research result, it can be concluded that
2. Gender: both
most of TU students age 20-24 years old think that drinking alcohol
3. Whats your view about drinking alcohol? > Alcohol is fine
is fine. Most of them think that most of the TU students drink
4. How many TU students who drink alcohol do you think drink responsibly? > 50%-75%
responsibly. Almost all of them have tried drinking alcohol. Bar and
5. How many TU students who drink alcohol do you think drink irresponsibly? > Less than 50%
nightclub are where most of the people normally drink alcohol. The
6. Have you ever drank alcohol? > Yes
reason people drink alcohol is friend and to socialise. Most of them
7. Where do you normally drink alcohol? > Night club , Bar AGE
drink alcohol once or twice a month. Most of them do not think they
8. Why do you drink alcohol? > Friend / To socialise
should reduce their alcohol consumption. They do not think others
9. How often do you drink? > Once or twice a month
think they should reduce alcohol consumption as well. Most of
10. Do you think you should reduce drinking? > No
people think that TU students tend to drink at least once a week.
11. Do you think others (your friends and peers) think you should reduce drinking? > No
What keep them continue drinking until getting drunk are the
12. How many students at TU you think drink at least once a week? > 50%-75%
environment and friends. Most of the people have never tried to
13. What keep you continue drinking until getting drunk? > Environment (Fun) , Friend
control themselves not to get drunk. For the people who have never
14. Have you ever try to control yourself not to get drunk? > No
tried drinking alcohol, most of them do not want to try because
15. If no, why? > Alcohol is high in calories
alcohol contains high calories. This group of people think that what
16. What do you think might motivate you/people to try alcohol in the first place? > Friends
could motivate them to try alcohol is friend.
MORE INFO : https://docs.google.com/forms/d/1Ltqhd8xHUuub5WPZhY8Iwk439ftNER3ToRYz2P71O1Y/edit#responses (SEE FULL RESPOND)

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SMART GOAL
1. Specific: Thammasat University students
2. Measurable: 50%-75% of Thammasat University students drink alcohol
Student in Thammasat University ( Year 1 - 4) Both Campus
(https://web.reg.tu.ac.th/registrar/home.asp?pageid=5)
Total 35,704 People
50% = 17,852 People >> 30% 5,355
75% = 26,778 People >> 30% 8,033
3. Assignable : Raise awareness campaign
4. Realistic: 30% of Thammasat University students drink alcohol more
responsibly without getting drunk in 2019. ( 5,355 - 8,033 People)
5. Time-related: Implement by April in 2018( Songkran Day). We decided
to launch our campaign this time because it is a celebration of Thai
New Year. People go hangout and consume lots of alcohol in this
festival season.
STAKEHOLDERS
Motivate or lead target to do bad behaviour (drink too much alcohol and get drunk)
Motivate target not to do or prevent target from doing bad behaviour
(drink too much alcohol and get drunk)
Prevent occur or existing of bad behaviour by enforced regulation or law
Stakeholders Involved and each stakeholder role
TU students >> Main target for drinking heavy alcohol and get drunk
University Friends (Pressure) >> Factor motivate target to drink alcohol heavily and get drunk
Parents >> Factor prevent target not to drink heavily and get drunk or be model for target to
create norm that getting drunk is fine. ( Most believe come from family first)
University >> Prevent target to not drink heavily and get drunk by give information or lesson
Celebrities >> Motivate target not to drink heavily and get drunk by being as role model and
promote the better way not to drink alcohol heavily until get drunk
Nightclub / Bar (Trigger) >> Motivate target to drink alcohol more and get drung
Government >> Prevent target from drink alcohol and getting drunk easily by creating law or
policy.
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 EXISTING SOLUTION
1. AWARENESS CAMPAIGN
The first campaign poster says Giving alcohol to someone means
you curse that person. As in Thai society in festival season like New
Year, we tend to give other people gifts. Most of the time, people give
alcohol as gift so this campaign is trying to discourage people not to
buy alcohol for others. From the poll, it shows that this campaign is
effective as the percentage of people giving alcohol as gift is
decreasing every year. In 2008, 30.5% of people give alcohol as gift
while in 2013 only 7.7% of people were giving alcohol as gift.
MORE INFO ; https://www.khaosod.co.th/view_newsonline.php?newsid=1436511332
The second campaign came up with the poster says
Not to drive while you are drunk. It is to remind
people not to do the behavior. This campaign is not
effective as the policy on driving while get drunk is not
strict enough. Making people ignore and did not have
much power to influence people.
The third campaign poster says If you quit from
drinking alcohol = you can quit from being poor. As
in Thai society, especially poor people, they spend
large amount of their money on alcohol. Thus, it tries
to discourage people to buy and consume alcohol. This
campaign is effective because the research shows
that a man who can quit from alcohol can save 60,000
baht in one year. This also makes him healthier and
proud of himself. He has a better quality of life.
MORE INFO ; https://www.thairath.co.th/content/963613
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 EXISTING SOLUTION
2. U.S. CAMPAIGN
The campaign of US university came up with two different messages saying to two different
groups, which are heavy and light drinkers. Heavy drinkers did not give attention to what
other students in the university are doing but these people are giving more attention to what
the drinkers are doing. While light drinkers give more attention to what other people in the
university are doing. Thus, different messages work with different group of people.
3. POLICY
Not allowed entertainment venue to locate near the university.
This is fail because the policy is not strict enough that there
are still nightclubs and bars that open and locate near to the
university.
MORE INFO ; https://www.bangkokpost.com/learning/advanced/633428/
prayut-bans-street-races-alcohol-near-schools
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 DESIGN INTERVENTIONS
2. Reflection of you video
Drunk people do not know how they look like and what they did as
alcohol makes them unable to control themselves. This video
shows a story of what drunk people tend to do and how ashamed
RAISING AWARENESS CAMPAIGN they could be when they drunk. In Thai society, when people get
drunk and know what they have done when they are conscious,
people get shy and do not want other people to tell others. People
want to keep their good image towards other people in the society.

1. What a friend wanna tell video

As friends are the motivation to drink alcohol, so this video use another
perspective of friends who do not drink to influence heavy drinker friends
to drink less. From the observation, people usually go to nightclub and
bar with groups of friends. In Thai society, there is always a friend who
has to wait for and look after other friends. This friend usually has the
responsibility to pick up every friends back and drive car. As people lost
self-control and often do not know what they have done when they get
drunk, heavy drinker friends might not know that they become burden of
their friend as well. Therefore, this video shows the perspective and the
difficulty of that friend who have to look after and bring drunk friends
back safely.

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 3. Game
DESIGN INTERVENTIONS
After partying in the bar and nightclub, the customers will have
chance to get discount on alcohol they consume by winning the
game. The game will be designed to test whether that person 2. Calculation game: If customers can answer all of the question correctly
get drunk or not. Singha Company is a collaboration for creating within limits of time, they win the game.
this game campaign. What Singha Company will get from being
a part of this is that they will have good reputation and also
attract more people to consume Singha products. Every person
coming as group has to win the game to get the prize. If
someone in the group fail to win the game, all of them will not
get discount. There will be three levels of game. If customers
can pass all of the level, they get prize, which is 30% discount on
Singha alcohol. If the customers cannot complete all of the
levels, they will get only 5% discount.

Game description
3. Crossword game: if customers can find all the words and pronounce them
1. Straight line walking: customers have to walk
correctly, they win the game
straight in a line provided

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WHO RUN THE CAMPAIGN ?
1. Supissara and Sassaya : design contents
2. Singha Company: collaborate with them to create
game event in nightclub and bar.
3. Celebrities: Presenting the campaign. The celebrities
will be actors and actresses in the videos. The
celebrities used in this campaign are all studying at
Thammasat University because this project starts in
Thammasat University first . They are chosen because
other Thammasat students see them as role model.
Being the presenter of the campaign could attract and
influence more people.
EAST FRAMEWORK
What a friend wanna tell & Reflection of you videos
Easy: It is easy to access as the videos will be posted on
Facebook, which is the platform that most people use.
Attractive: Use celebrities (same age as TU students) to attract
them.
Social: Write caption saying If this story is your friends, make
them see it, Use hashtag in social media.
Timely: Post at 20:00 pm when people are preparing
themselves going to nightclub and bar. Also, post the contents in
special occasion days such as New Year and Songkran Day that
people go hang out and consume lots of alcohol.
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 OCTALYSIS
1. Meaning: Purpose of this intervention is to motivate
people to drink responsibly in order to have better
health and life.

2. Accomplishment: The feeling of achieving goal of

winning the game event campaign. Seeing the
progress of yourself to complete all of the three levels
of game.

3. Empowerment/creativity: People can enjoy and have

fun with the game event campaign

4. Social Influence: From a video What a friend wanna

tell , it shows how friends feel and the difficulty of
taking care of drunk friends. This is a peer pressure
to makes drunk friends reflect to themselves and not
to do the behavior in order to be accepted by your
friends.

5. Scarcity: In game event, there will be limited time for

joining the event. The event will be held for 2 hours.

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 SOCIAL IMPACT
ASSESSMENT
Accidents decrease

1. Survey
Death rate from drunk driver decrease
Asking how people feel after seeing our campaign

Asking feedback from people who have to

Better health
wait for their drunk friends

2. Statistic of alcohol consumption of university student

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