South Dakota State Bar/YLS Contact: Robert R. Nelson, President South Dakota State Bar - YLS 3007 East 10th Street, P.O. Box 1843, Sioux Falls, SD 57101-1843 E-mail: otis@collector.com Activity Summary: This Law Day/Week activity involved multi-state television broadcast of a South Dakota State Bar - YLS video on DUI coupled with an introduction/message from the state bar President highlighting the privilege or "freedom" of driving an automobile contrasted with the corresponding duties and responsibilities. Disturbing trends in alcohol-related fatalities were stressed with the hope of developing zero tolerance for drinking and driving. Estimated 30,000 individuals reached at 5.6 cents each. Activity Narrative: Capsule Project Summary: Television broadcast of a professional grade videotape addressing duties, responsibilities and individual rights of South Dakota citizens who have the privilege or license/permit to drive an automobile and consequences they face if they drive while under the influence. The project was conceived because of disturbing trends in alcohol-related fatalities in the state (and nationally) and because of the traditionally high incidence of such fatalities during the spring graduation/prom session. Project Description: This project was conceived initially by a lawyer in Rapid City, Ms. Nora Kelley, with the thought that if one of the many fine videos previously developed and produced by The South Dakota State Bar Young Lawyers Section could be aired on television, a substantial audience could be reached. Negotiations were undertaken with KELO-LAND TV, the largest broadcast television station in the state, as well as KEVN-TV, in Rapid City, for purposes of filming the introductory or promotional section from the Senior State Bar President, Jim Nelson. KELO-TV agreed to provide the one-half hour of air time at cost ($1,300) plus $200 for editing, dubbing and other related production work. KEVN-TV agreed to provide all production work needed at a flat rate of $85 per hour. Based upon this information, the Young Lawyers Section approached the Senior Bar and obtained approval and funding for the project at a cost not to exceed $2,500. This activity expands public awareness of the rule of law because it focuses attention on disturbing trends with regard to alcohol-related fatalities, individual rights and responsibilities regarding driving, and driving while under the influence, and the potential significant legal consequences which flow from undertaking that activity. The activity highlights the theme of "Celebrate Your Freedom," by focusing on the pioneering spirit of South Dakotans, and the ind ividual freedoms and liberties vis-a-vis driving permits and licenses which are granted to individuals at a very early age in an agricultural state such as South Dakota, but which also carry with them significant duties and responsibilities with regard to how such privileges are exercised. The full extent of outreach to communities and schools has yet to be realized. From discussions with Mr. Jay Huizenga, Sales/Marketing Director with KELO-TV, it is estimated from historical viewing statistics that approximately 20,000 households would have viewed the TV broadcast on May 3, 1997 from 5:00 to 5:30 p.m., CST. Further, in those 20,000 households, it is estimated that approximately 30,000 individuals age 18 and over would have viewed the television broadcast. That equates to a budget cost of 5.6 cents per individual reached by the program. Media coverage of the problem, specifically alcohol-related fatalities especially around graduation and prom season, but also occurring throughout the year is evidenced by newspaper articles too frequent to include. An example of one such article from the USA Today on May 7, 1997 shows two young women both age 19 who were killed by a DUI related accident. In addition to press releases, announcements were made in high schools prior to the program airing. In effectuating this project, partnerships were formed and/or strengthened between the Young Lawyers Section and the Senior Bar, the Pennington County Bar Association in South Dakota, and the Young Lawyers Section and KELO-LAND and KEVN-TVstations. The video as described below, will be used in the annual Young Lawyers Section Citizenship In Our Schools and Speakers Bureau programs where young lawyers volunteer time and go out to schools and community groups making presentations on legal issues of relevance and concern. From the Young Lawyers Section standpoint, this project is extremely innovative because never before has a television broadcast of a Young Lawyers Section videotape occurred, whether or not in connection with Law Day activities. The size of the viewing audience, impact, and economic value of the dollars spent versus audience reached are unparalleled. Needless to say, the Young Lawyers Section will consider undertaking in connection with Law Day/Week in 1998 statewide broadcast of another Young Lawyers Section video on KELO-TV. It should be noted that KELO-TV broadcasts to a multi-state area including South Dakota, Minnesota, Iowa, and Nebraska. This activity will extend well beyond Law Day with the final product or video being utilized in YLS annual Citizenship In Our Schools and Speakers Bureau programs. Additionally, Peoples Law Schools which are undertaken by the Young Lawyers Section in the state will undoubtedly find the video a valuable new resource, and the video will be promoted heavily, especially among presentations made to school age youth of driving age who may also consider drinking before, or while they drive. The ultimate goal and hope is to reduce the number of alcohol-related fatalities in South Dakota and develop a zero tolerance for drinking and driving. Sample Programs Home | By Audience | By Location | By Sponsoring Organization