Mass media campaigns against alcohol-impaired driving

Mass media campaigns to reduce alcohol-impaired driving aim to persuade individuals to avoid drinking and driving or to prevent others from doing so. Campaigns often focus on fear of arrest or fear of injury to self, others, or property, and often characterize drinking drivers as irresponsible and dangerous to others (CG-Motor vehicle injury).

Expected Beneficial Outcomes (Rated)

  • Reduced impaired driving

  • Reduced alcohol-related crashes

  • Reduced fatal and non-fatal injuries

Evidence of Effectiveness

There is strong evidence that mass media campaigns reduce alcohol-impaired driving when campaigns are carefully planned and well executed, attain adequate audience exposure, and are implemented in settings with other ongoing alcohol-impaired driving prevention activities, such as enhanced enforcement efforts  (CG-Motor vehicle injury).

When implemented well, mass media campaigns have been shown to reduce alcohol-impaired crashes, injury-producing alcohol-related crashes, and the proportion of drivers who have consumed alcohol (CG-Motor vehicle injury). Various campaign messages have demonstrated positive effects, including those focused on law enforcement activities and the legal consequences of drinking and driving, and the social and health consequences of alcohol-impaired driving (CG-Motor vehicle injury).

Impact on Disparities

Likely to increase disparities

Implementation Examples

Mass media campaigns have been conducted in a number of communities, including Phoenix, Tucson, and Wichita (CG-Motor vehicle injury). Buzzed Driving is Drunk Driving and Drive Sober or Get Pulled Over (NHTSA-Marketing) are both frequently used campaigns. 

Implementation Resources

NHTSA-Marketing - National Highway Traffic Safety Administration (NHTSA). Traffic Safety Marketing (TSM).

Citations - Evidence

* Journal subscription may be required for access.

CG-Motor vehicle injury - The Guide to Community Preventive Services (The Community Guide). Motor vehicle injury prevention.

Citations - Implementation Examples

* Journal subscription may be required for access.

CG-Motor vehicle injury - The Guide to Community Preventive Services (The Community Guide). Motor vehicle injury prevention.

NHTSA-Marketing - National Highway Traffic Safety Administration (NHTSA). Traffic Safety Marketing (TSM).

Date Last Updated

Aug 29, 2014