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

1. Gamification Level 2 Certification
Final 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

2. 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

3. About one-third of all drivers arrested or convicted
of drunk driving are repeat offenders* 1/3
*www.madd.org/statistics/

4. 70%
Car crashes are the leading cause
of death for teens, and about a
quarter of those crashes involve an
underage drinking driver.*
*www.madd.org/statistics/

5. Who or what can help teens
make more informed decisions?

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

7. Who else?

8. 73% 73% of teens are on a
social network having
24 hour access to
their friends
*www.pewinternet.org/
Photo: Hufffington Post

9. 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?

10. Teens may already have
something to help them make
the right decisions…
... they just may not know it

11. 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

12. 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.

13. Now that we know some available tools,
How can we encourage “Fun minus Alcohol”?
The following are apps, features, games, and
other ideas that leverage technology and
v
game mechanics to help this cause.

14. SOLUTION 1
Simple Rewards: Non-drinking “Achievements”
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)

15. SOLUTION 2
A more personal form of “Loss Aversion”
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

16. SOLUTION 3
“Quest” to Stand Up against Peer Pressure
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:
PARTY QUEST: JaneLOLCats, you checked into a party tonight:
Did someone offer you a drink, and you said “No” ?
Did you help someone else say “No”
YES NO
YES NO
+10 pts
+90 pts
Congratulations, you earned
the Sword of Self-Respect!
Photo: “Scott Pilgrim Versus the World”, Universal Pictures

17. 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.

18. 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.

19. 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?

20. Gamification Level 2 Certification
Final 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