PUBLIC PERCEPTIONS OF THE JULY 2003 "YOU DRINK & DRIVE. YOU LOSE." CRACKDOWN: TELEPHONE SURVEYS SHOW THE MEDIA CAMPAIGN REACHES TARGET AUDIENCE

The National Highway Traffic Safety Administration Office of Research and Technology is evaluating the July 2003 impaired driving "You Drink and Drive. You Lose." crackdown (campaign). A key feature of the crackdown was the use of paid advertising to support and promote drivers' awareness of the enforcement campaign. National and State telephone surveys were conducted before and after the crackdown to measure driver awareness, perceptions of enforcement activity, and self-reported drinking and driving behavior change. This Research Note analyzes public perceptions of the crackdown to measure the effectiveness of the media component (both earned and paid media).

• Record URL:
  • http://www.nhtsa.dot.gov/people/injury/research/RN-public04/RN%20PublicPercep/images/Public_Perceptions.pdf
• 
• Corporate Authors:

  National Highway Traffic Safety Administration

  1200 New Jersey Avenue, SE
  Washington, DC  United States  20590
• Authors:
  • Levy, M
  • Compton, R
  • Dienstfrey, S
• Publication Date: 2004-5

Language

• English

Media Info

• Features: Figures; References;
• Pagination: 8 p.
• Serial:
  • Research Note
  • Publisher: National Center for Statistics and Analysis

Subject/Index Terms

• TRT Terms: Advertising campaigns; Before and after studies; Behavior modification; Drunk driving; Mass media; Public opinion; Surveys; Telephone
• Subject Areas: Highways; Safety and Human Factors; Society; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 00975921
• Record Type: Publication
• Source Agency: National Highway Traffic Safety Administration
• Report/Paper Numbers: HS-809 708
• Files: HSL, TRIS, USDOT
• Created Date: Jul 16 2004 12:00AM