You should not reward or punish alcohol consumption?


free gasoline for drivers who test negative on breathalyzer tests

This is the story that is repeated for several years in different parts of world geography. There are generous municipalities, that reward up to 20 € the driver of 0,0 in breathalyzer test and more stingy, that do not exceed 5 €.

Image: Flickr CC

Image: Flickr CC

But the amount it, What matters is the concept, and personally I see it as a good addition to the penalties for abuse alcohol. At least in those individuals or families most affected by the crisis. At most endowed economically the measure will care very little; they think, by 5 or 10 € I will certainly take a couple of gintónics.

Such measures fall into philosophy nudge (or philosophy push) They are putting in march governments and administrations, with small gestures and minimal costs, make lifestyle changes. Once I have spoken on this subject on this blog (see category Nudge).

However, I admit not very fond of economic aid or subsidies, as they tend to generate a complex vicious circle. Come on, that the aid which eliminates the situation deteriorate again.

When holiday periods usually come such initiatives emerge, almost always sponsored by a mayor who walks justito popular support and want to ensure re-election. Anyway, and to be fair, If this one road accident is avoided, the measure is good, without further ado.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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