Gamification Level 2 CertificationFinal Project

FADD: Friends Against Drunk Driving

How can we use Gamification to reduce the tragic numbers associated with Teen Drinking?

Kris Young - User Experience Design Consultant

Young drivers (ages 16-20) are 17 times more likely to die in a crash when they have a blood alcohol concentration of .08% than when they have not been drinking.*

17X

*www.cdc.gov

About one-third of all drivers arrested or convicted of drunk driving are repeat offenders*1/3

*www.madd.org/statistics/

Car crashes are the leading cause of death for teens, and about a quarter of those crashes involve an underage drinking driver.*

70%

*www.madd.org/statistics/

Who or what can help teens make more informed decisions?

Surprisingly leading experts believe parents play a key role in preventing teen car crashes and deaths.

Who else?

73% 73% of teens are on a social network having 24 hour access to their friends

*www.pewinternet.org/Photo: Hufffington Post

Friends and family are key, but are there any tools to help them make decisions…

…tools that can leverage their social connections, give them real time information, all while being engaged on the right path?

Maybe even… fun?

+ +

Teens may already have something to help them make

the right decisions…

... they just may not know it

70% According to Nielsen, 70 percent of teens aged 13 to 17 now use smartphones*

http://www.nielsen.com/us/en/insights/news/2013/ring-the-bells-more-smartphones-in-students-hands-ahead-of-back.html

And there may be other technology tools today or coming soon that can give even more specific data or insight into a person’s health?

So it’s not just Mom & Dad telling them, but real facts.

Now that we know some available tools, How can we encourage “Fun minus Alcohol”?

v

The following are apps, features, games, and other ideas that leverage technology and

game mechanics to help this cause.

SOLUTION 1

Promote activities that encourage non-drinking fun through Achievements like points and badges

Using smart devices’s GPS capabilities allowing:

• Check-ins badges (Mayor-ship)

• Invites points • Location specific mini-

games, upgrades or multipliers (e.g. scavenger hunts)

Simple Rewards: Non-drinking “Achievements”

A more personal form of “Loss Aversion”

SOLUTION 2

Using drawing/messaging/apps, Users can send/receive secret message or warnings if friends drink or engage in ‘bad’ behavior• They may not only lose points or game-related rewards • Also result in lost friendships and relationships

“Quest” to Stand Up against Peer Pressure

SOLUTION 3

Let teens know there will be some situations where it will be difficult to say “No.”More so, to help others make that decision. This serious of difficult actions during a specific time will be a life-defining Quest for many teens. An app/game Quest can help engage, motivate and reward them through this experience.An example of a quest may be as follows:

Did someone offer you a drink, and you said “No” ?Did you help someone else say “No”

JaneLOLCats, you checked into a party tonight:PARTY QUEST:

YES NOYES NO

+10 pts+90 pts

Congratulations, you earned the Sword of Self-Respect!

Photo: “Scott Pilgrim Versus the World”, Universal Pictures

What kind of players will want to use such app/games?

One type will be Philanthropists.

If they have friends that need some advice, an opinion, or just someone to call a cab, they are there.

These people are altruistic, and want to help their friends through difficult times.

While these individuals may want to just help out of the goodness of their heart, they could possibly earn small rewards for their efforts.

What kind of players will want to use such app/games?

Another group will be Socializers.

In a gaming context, the more people they get to join their “Sobriety Society” group, the more rewards they see intrinsically (friends), and extrinsically (points).

They know that there’s a power in numbers. The more connections they make, the better for their cause.

What’s the End-Game?

Teens are one of the biggest consumers when it comes to technology and social networking and social media.

But teens are a savy group. They’ll often resist the parents telling them what to do, but if there’s a way to educate, empower, and engage them with something already in their pocket, this may work.

So why not help equip them to make the right decisions about teen drinking and potentially reduce tragedies?

Gamification Level 2 CertificationFinal Project

FADD: Friends Against Drunk Driving

How can we use Gamification to reduce the tragic numbers associated with Teen Drinking?

Kris Young - User Experience Design Consultant