This work represents research for a media orientated campaign against driving while intoxicated. The goal is to identify and reach persons most likely to be involved in such crashes, and ultimately change driver behavior. A roadside survey is used to answer questions about the target population, young men under age 30 who drink heavily. In asking about alcohol and highway safety the goal was to identify several important subject areas which are not common knowledge among the high risk drivers and to discover which aspects of alcohol and highway safety are of greatest interest or concern to the target populations. Sampling was done of newspapers, radio and TV programs to determine what information they are imparting about highway safety, alcohol and problem drinking. Respondents reveal little technical knowledge about the behavior and effects of drinkers. High risk teenagers are most likely to be reached through drive-in movies and popular music radio stations. Among men in their 20's, local TV news, radio and newspapers have highest priority. Radio, the medium favored, had almost no feature content on alcohol or highway safety. Two educational programs have been developed. The beer and consequences campaign, is aimed at the high risk group through brief spots on radio, outdoor movies and TV. The other is a three lesson teaching package for driver education courses.

  • Supplemental Notes:
    • Presented at Conference on Evaluation of ASAP Projects, sponsored by Office of Alcohol Countermeasures, DOT, Bethesda, Md., Sept. 10-14, 1973.
  • Corporate Authors:

    University of Vermont, Burlington

    169 Home Avenue
    Burlington, VT  United States  05401
  • Authors:
    • Waller, J A
    • Worden, J K
  • Publication Date: 1973

Media Info

  • Features: Figures; References; Tables;
  • Pagination: 19 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00127292
  • Record Type: Publication
  • Source Agency: National Safety Council Safety Research Info Serv
  • Files: TRIS
  • Created Date: Apr 21 1976 12:00AM