Driver: A Public Education Project by Law Enforcement. Volume 1. Technical Report

摘要

The DRIVER project was a two-year demonstration project entailing the design, implementation, and evaluation of a traffic safety education program executed by law enforcement personnel through the mass media. The project's chief objective was to determine the relative effectiveness of paid media advertising (versus public service approaches) in increasing community awareness of driving under the influence and reducing the incidence and severity of drunk driving accidents. To accomplish this, a year-long paid media campaign using television, radio, and outdoor advertising to combat drunk driving was conducted in Bakersfield, California. The campaign was aimed at the young male driver and featured the positive image of a super-cool youth, THE DRIVER, who refuses to drink and takes the responsibility for driving his partying friends home. Two other supporting TV commercials addressed more traditional themes of injuries and intervention.