Task 1: Easy Access by Youth to Alcoholic Drinks

Reason for Choice of Topic: Binge drinking by youth are on the rise, leading to problems such as [Secondary Research + Photos] Currently, there are legislations to tackle the resulting problems, such as penalties on drunk driving, yet the limitations of these legislations make them ineffective. [Secondary research + Experts Interview] Reason for Choice of Target Audience: Youth between age 18 and 25 Why: (1) Such youth have low tolerance to alcoholic drinks, yet due to peer pressure, these teens will succumb to their desires. (2) 73% of youths in this age group binge drink according to a survey commissioned by Asia Pacific Breweries ad conducted by National University of Singapore in 2008.

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Why problem exists / why the choice is made by TA: Information Failure Youth are unaware of the external cost of consuming alcoholic drinks (Survey) Little emphasis placed by educators. (Experts Interview) Lack of substitute goods (Common Sense) Peer pressure (Survey) Masculinity is often linked to binge drinking (Secondary source)

What are the Impacts / who are impacted? Stricter legislation such as an increase in age limit to consume alcohol. =>Black market Drunk Driving => Accidents => Unnecessary loss of life. Youth generally have weaker constitution =>Harms virtually every single organs in body (Most significantly, liver disorder as youth liver are not fully developed)

How effective are Current Measures: Drunk Driving Road Blocks - Only targeted at a specific location. Not wide enough to cover the whole of Singapore Age limit only target underage drinking Current legislation requires large manpower and hard to coordinate Sales of false identification cards are rampant in Bencoolen Street where police are unable to enforce their authority due to lack of knowledge of location.

LEGISLATION

Proposal 1: PRE-MOVIE ADVERTS Objective: To create awareness of consequences/harms of binge drinking. zzzzzzzzzzzzz Does this value-add/plug the gap of an existing measure? How so? No. Current measures is not targeted at youths

Proposal 2 : INTERACTIVE PUBLIC NOTICEBOARD Objective:Reduce the frequency of individual over-indulging in alcohol. Does this value-add/plug the gap of an existing measure? how so? Yes. It acts as a more visually interactive measure to bring across our aims to the TA. Target Audience: Youth (18-25)

Proposal 3 : FREE CHAUFFEUR-TAXI SERVICE Objective: To bring down the number of drunk driving incidents Does this value-add/plug the gap of an existing measure? How so? Yes. It discourages TA to drive home and reduce their risk of meeting car accident. Bar operators are still able to maximise their profits and ensure the welfare of their customers Boost their reputation as a socially responsible bar

Target Audience: Youths (18 to 25 years old) whose past-times include watching movies

Target Audience: Youth (18-25 years old) who patronizes bars

Stakeholders:

Stakeholders: ChIemical Company

Stakeholders: Shaw Brothers Cinema , Temasek Polytechnic Design School , Details: Use of expert interviews/surveys Interview with Mr ______ , Shaw Brothers Executive Manager Email interview with the Head Of Design School Mr ______ Face to Face interview with 50 Movie Patrons

Comfort cab company Health Promotion Board Mediacorp

Details: Face to face survey with 50 youths with at least 1 time of binge drinking experience to ascertain appeal of proposal. Youths feedback to be taken into account when fine-tuning details of proposal.

Details: Use of street surveys, and interview bar operators Paper street survey with passer-bys at Clarke Quay Email Interview with Mr ______, Executive manager of the ( name one bar at Clarke quay )

Details Of The Proposal : 1. Make it publicly known that the CSRA award exist "Corporate Social Responsibility Award By attaining this award, the functions and operations of the winning bar would be featured on news programme on television. The bar would gain nationwide recognition of their efforts. This would encourage the award winning bar to keep up their admirable efforts and spur other bars to work hard to take on a greater responsibility in the society. Price of alcohol beverages can be inflated to offset the cost of implementing such services Discount can be given to conscious patrons after their drinking session as an incentive to control their alcohol intake. There would be no fall in total revenue. -Example: Assume a chauffeur service cost $10 and a patron is considered to be binge drinking when he drinks more than 5 cups. In order not to incur any lost, the bar can raise the price of each drink by $2. Also, this ensures that consumers are in safe hands. If however, the consumer have a friend/family who are willing and able to pick them up or they are able to prove that they are not above the limits of drinking (breathalyzer test), they will be given discounts equal to the price that the bar increased from the drinks. This benefits both the consumers and producers. For consumers, it ensures that they are in safe hands. For the bars, this ensures that the bar still earns money and that they can ensure that the consumers do not cause any unnecessary trouble.

Details Of The Proposal: 1. Work with Students from TP who are currently studying graphical designing and invite them to create a video which discourage binge drinking Work with Students from TP who are currently studying mass media/comm to come up with a story line for a short clip ( jeans friend tentatively)

Is your proposal people-centred? Will it meet the needs of your TA? How so?

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Is your proposal people-centred? Will it meet the needs of your TA? How so? 1. The main problem identified was the lack of awareness on the harms of binge drinking. The innovative clip by TP students might inspire youths to pick up responsible drinking habits on their own.

Yes. Yes, youths will usually watch movies with the rating of NC16, M18

Is your proposal people-centred? Will it meet the needs of your TA? How so? a. Super duper uber people-centered.

GROUP PROJECT PROPOSAL Primary Research I/C: Jean

Put a tick in the checkbox if you feel that this tool can be useful in your research.

Explain what the research tool can help you find out more about:

RESEARCH TOOL
surveys-clement
What is the purpose of the survey? To find out why youths binge drink and their reasons for doing so. How will this information be used in the WR? Can you find this information through readily available sec research? Results can be used to substantiate the reasons for binge drinking. Proposals can also be fine-tuned with response from the TA Who will you survey (e.g. by gender/age/income/interests groups)? Target Audience (Youth)

The Problem
What knowledge/ interest does your survey group have about your groups project topic? They will be interested to help us with our project as it is common knowledge about the harmful effects of alcohol at a young age. Both parties are interested in minimising the impact of consuming alcohol. What information about the problem do you intend to find out from them (e.g. why they make a particular choice, how they are affected by the problem, how aware they are regarding an issue)?

Past / Existing Measures

How can you find out about the survey groups knowledge and participation in previous measures? We can ask them if they know if pubs do have any measures that are put in place to reduce binge drinking. How can you can you find out about the survey groups opinions about the effectiveness of the previous measures (strengths & weaknesses)? Whether the measures are strongly adhered to or whether the measures would deter youths to consume alcohol at other bars instead. Can you ask the survey groups opinions on ways to improve current measures? What would attract youths to not drink too much or what can be done to lessen the impact of binge drinking? Are the current measures prominent

Proposed Solutions
How can you find out the receptivity of the target audience to your proposed solutions? LOL? By completing the survery?-.ssssss Can you ask the survey groups opinionson the effectiveness of your proposals? Yes. Survey group will also be willing on providing their opinion as it will indirectly benefit them.

What would probably serve as a limit to binge drinking and whether people are taking any advantages of current measures?

GROUP PROJECT PROPOSAL

How do you intend to use (e.g. face-to-face/phone/online)? Face-to-face, Street survey Where& When will you be conducting the survey (e.g. bus interchange, outside school / June Hols, Sept break)? Clarke Quay during weekends at night-time, where frequency of youth who consume alcohol are at the peak. What questions will you ask? Are there any current proposals? Have they heard of any companies or any bars with corporate responsibilities? What are their various reasons for carrying out drinking activities? When should this be completed? enough to promote such awareness? Ssorry,howareyouansweringthequestion

interviews-jean
Who will you interview (name, position of work, company/organisation)?

What specific expertise/ knowledge does this interviewee have about the problem? The cinemas and bar owners have the most accurate data/knowledge to the information that wewant to

What opinions does your interviewee have regarding past efforts to solve the problem?

What feedback would you seek regarding your proposed solutions?

GROUP PROJECT PROPOSAL

Eng Wah Cinemas

Goh Eng Wah Executive Chairman Goh Min Yen Managing Director Goh Min Lu Cynthia Executive Director Goh Keng Beng Executive Director Goh Keng Soon Executive Director

know. As they are direct witness of the problem we are looking into .

Can you ask the intervieweesopinions on ways to improve the current problem?

How can your interviewees comments be incorporated into the planning of your proposals?

What additional expert information would this person be able to provide? Our proposals / adverts we are proposing is actually feasible in theory but they can tell if the campaigns/adverts we are proposing is actually feasible and manageable in practical. We might not be able to see itin an accurate and professional perspective of the bars and cinema if our proposal would actually benefit them and maintain their profit.

Film Garde Cineplex Bars at town area

How do you plan to conduct the interview (e.g. face-to-face, email, telephone)? Email and face to face

What questions will you ask? Cinemas : Do you think that putting up drink driving adverts before the actual movie plays would help boost awareness of the harmful effects on driving after drinking to our TA ?

GROUP PROJECT PROPOSAL

Bars : What are the rough statistics of the number of TA who patronize your bar ? Have you come across any/many unpleasant incident after youths leaves the bar drunk?

When should this be completed? July August period

What specific expertise/ knowledge does this interviewee have about the problem? The cinemas and bar owners have the most accurate data / knowledge to the information that we want to know. As they are direct witness of the problem we are looking into .

What additional expert information would this person be able to provide? Our proposals seem feasible in theory but they can tell if the campaigns / adverts we are proposing is actually feasible and manageable in practical .

GROUP PROJECT PROPOSAL

We might not be able to see it in accurate perspective of the bars and cinema if our proposal would actually benefit them and maintain their profit .

What opinions does your interviewee have regarding past efforts to solve the problem? He would have opinions if past measures are effective and provide their own opinions to see how these measures should be further improved. The rate of youth drinking in their pubs and the percentage of youths aged 1825 patronizing their cinemas .

Can you ask the intervieweesopinions on ways to improve the current problem? What would be a more effective and manageable way to reduce the number of youth binge drinking. Reduce the number but sustain their profit Reduce the number but maintain the reputation of their pub

GROUP PROJECT PROPOSAL

What feedback would you seek regarding your proposed solutions I would want to know if my proposals can be effective in practical situations and the possibility that my proposed measures would be successful to meet my objectives.

How can your interviewees comments be incorporated into the planning of your proposals? Their comments can be categorized under primary research as we quote evidence from them to show that why we think certain points/measures should/should not be proposed. What is the purpose of the interview? How will this information be used in the WR? Can you find this information through readily available sec research? Who will you interview (name, position of work, company/organisation)?

GROUP PROJECT PROPOSAL

How do you plan to conduct the interview (e.g. face-to-face, email, telephone)? Email and face to face

What questions will you ask? Cinemas: Do you think that putting up drink driving adverts before the actual movie plays will help boost awareness of the harmful effects on driving after drinking to youth? Bars : What are the statistics of the number of TA who patronize your bar? Have you come across any unpleasant incident after youths leaves the bar drunk?

When should this be completed? June vacation

Put a tick in the checkbox if you feel that this tool can be useful in your research.

Explain what the research tool can help you find out more about:

GROUP PROJECT PROPOSAL

RESEARCH TOOL
pilot studies
What is the purpose of the pilottest? How will this information be used in the WR?

The Problem

Past / Existing Measures

Proposed Solutions
What do you have to consider before carrying out the pilot study?

How would you measure the effectiveness of the pilot-study on your target audience?

Who will the pilot studies be targeted at? How can the pilot study help to improve your proposed solutions? Who will be collaborating with you on the pilot study?

Where will the pilot study be conducted?

When should this be completed?

photographs-abel
What is the purpose of these photos? How will they be used in the WR? Can you find the photos through readily available sec

What should the photographs have (details) in order to effectively illustrate the problem?

How can photographs be used to reflect the limitations of past / existing measures?

How do you intend to use photographs to show that your proposed solutions can work?

When is the best time and where should you go to take the best

GROUP PROJECT PROPOSAL

research? Where will you get the photographs from? When should this be completed? photograph to showcase the problem?

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Group Project Proposal

Secondary Research I/C: Abel

LIST OF SECONDARY RESEARCH-weineng

NLB References
Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number: Title of Book [Full]:

Author: Publisher:

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Group Project Proposal

Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch):

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Group Project Proposal

Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

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Group Project Proposal

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

Title of Book [Full]: Author: Publisher: Where to find it (Branch): Call Number:

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Group Project Proposal

Photograph 1

Where will you get the. photographs from?

: http://www.straitstimes.com/breaking-news/singapore/story/thefts-clarke-quay-the-rise-policewarn-20130505 (Newspaper article in The Straits Time regarding rising number of theft outside nightlife establishment in the area of Clake Quay)

What is the purpose of these photos? How will they be used in the WR? Can you find the photos through readily available sec research?

: To show that the problem of binge drinking by youths extend outside pubs, bars or any nightlife establishments into public areas with little restrictions. Hence, it can be used in the WR to ensure that the proposals constructed have the ability to tackle the consumption of alcohol by youths in public spaces.

Photos are easily obtained through secondary research, mainly from articles highlighting problems caused by alcohol.

What should the photographs have (details) in order to effectively illustrate the problem?

This photo clearly shows that the consumption of alcohol by youths is not directly restricted by the nightlife establishment as alcohol can be easily obtained and consumed outside them. Hence, the frontal approach of working with businesses to spread the message against binge drinking has 15

Group Project Proposal limited impact. This problem is prevalent either inside or outside nightlife establishments and is not limited any specific area.

When is the best time and where should you go to take the best photograph to showcase the problem?

The best time is from 7pm onwards when nightlife had already start operating for business and youths who are working have already knocked off from work.

Photograph 2

Where will you get the photographs from?

http://singaporeseen.stomp.com.sg/stomp/sgseen/what_bugs_me/797050/residents_complaining_ of_drunk_youth_near_zouk_thats_what_u_get.html (Photos is from an article in The New Paper but is used in this STOMP article on the disturbance cause by youth outside nightlife establishment)

What is the purpose of these photos? How will they be used in the WR? Can you find the photos through readily available sec research?

To show that prices of alcohol or limit or polices imposed in nightlife establishment are no more than a hindrance to youth in their quest to obtain alcohol as alcohol is easily obtained from convenience stores at a lower prices with no restriction apart from the existing age limit. It can be

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Group Project Proposal used in the WR to prove how a proposal to encourage awareness and self imposed limit by youth may have a greater effectiveness that simply working with stakeholders. Photos are easily obtained through secondary research, mainly from articles highlighting problems caused by alcohol.

What should the photographs have (details) in order to effectively illustrate the problem?

This photo also showcase the dangers youths who binge drinking outside nightlife establishment face, as they are drunk, they must place their own lives at risk as they congregate at Clarke Quay with easy access to the Singapore River. If they fall into the water, they might be unable to signal for assistance as they are semi-conscious.

When is the best time and where should you go to take the best photograph to showcase the problem?

The best time is from 7pm onwards when nightlife had already start operating for business and youths who are working have already knocked off from work.

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