Strategic advertising plans to deter drunk driving

DTNH22-92-Y-05247Primary objective for this study was to identify and profile subpopulations at highest risk for drinking and driving, and persons who may be in a position to intervene in their drinking and driving behavior. A related objective was to explore media messages to determine which strategies may be most effective in motivating the target interveners. To obtain a greater depth of information about the attitudes, beliefs, behaviors and motivators of this high-risk group, focus group discussions were held in several cities across the country. Report subsections provide details on each stage of this work along with a summary of conclusions. /Abstract from report summary page