MADD is involved in both the lobbying and advocacy activities. The lobbying activities include petitioning in both the federal and state legislatures. This made President Ronald Reagan start a Commission on Drunk Driving. The Congress also passed a law, which denied highway funds to the states that failed to pass stern laws on drunk-driving. Additionally, lobbying enabled the passing of national laws, which called for the establishment of a constant drinking age in the year 1984 to a minimum of 21 years. They also lobbied for responsive legal procedures to enable the victims to be attended to faster. Other lobbying activities by MADD included having two youth summits nationally and school programs to evade underage drinking. The advocacy activities by MADD included promoting the establishment of harsher laws ("MADD - Mothers against Drunk Driving", 2017) . For instance, lowering the acceptable proportion of blood alcohol in drivers.
The case of MADD reflects the stages described in Box 11.1 by starting with Candy Lightner whose child was killed by a driver in a hit-and-run incident. She looked for other families whose members died in a similar manner through mailings and ads. She learnt of the laws of California, pushed for new laws, made speeches, and sought for money. They conducted a news seminar on Capitol Hill catching the attention of the nation. They grew and started to put actions to inhibit young people from abusing alcohol ("MADD - Mothers against Drunk Driving", 2017) . They advocated for harsher laws like the reduction of the acceptable blood alcohol content for the drivers.
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Concerning the discussion in Chapter 10, the relevant marketing principles for MADD are their efforts to get coverage from the media and using the same to enhance policies to handle drunk driving issues. MADD uses the principle of defining their product to go beyond reducing road accident deaths due to alcohol and give the significance of saving lives to the policy makers. This destroys the ethics of self-determination and individualism among the Americans. Hence, the legislators can see that the efforts of MADD are consistent with their core values of autonomy, freedom, justice, and fairness in society. Additionally, MADD has been successful in using the principle of packaging, positioning, and framing a product to be consistent with the core values held by the policy makers. The product, image, promise, and support work together to ensure the society is fair. The product is represented by creating a society where parents can raise their children without the fear that a drunk driver would recklessly take their lives away. MADD has created an image of a mourning mother whose child was killed by a drunk driver. The promise given by MADD is that upholding the goals of lowering the percentage alcohol for drivers will help lower the number of deaths due to drunk driving. Therefore, the marketing principle of product definition and that of packaging, positioning, and framing a product have been most relevant for MADD.
MADD markets their brand and programs by developing corporate relationships to end drunk driving and avert underage drinking. They look for partners with a strong brand image and have been in business for at least one year. They also market their brand by making follow-ups to assist the survivors and victims of drunk driving accidents. Hence, they receive credit if justice is availed to those affected. Moreover, community leaders are involved in public awareness campaigns in their communities. Additionally, they use strategies like the Project Red Ribbon, which is an awareness program for the public. The ribbons are distributed to signify sober and safe driving. Through campaign 911, the public is empowered and educated on the action to take when they see a drunk driver. They call 911 to report the individuals to the police. Lastly, MADD markets its programs and brand by using radio and television advertisements to make people aware of the issue of impaired driving.
Reference
MADD - Mothers against Drunk Driving . (2017). Madd.org . Retrieved 22 March 2017, from http://www.madd.org/
