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Mass media campaigns: alcohol-impaired driving

Health Factors: Alcohol Use
Decision Makers: Community Organizations, Government - Local, Government - State, Healthcare Organizations, Individuals
Evidence Rating: Scientifically Supported
Population Reach: 50-99% of WI's population
Impact on Disparities: Likely to increase disparities

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Description

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-MV Alcohol).

Expected Beneficial Outcomes

Decreased impaired driving
Reduced alcohol related crashes
Decreased 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 (CG-MV Alcohol).

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-MV Alcohol). 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-MV Alcohol).

Implementation Examples

United States

Mass media campaigns have been conducted in a number of communities, including Phoenix, Tucson, and Wichita (CG-MV Alcohol).

Citations - Description

CG-MV Alcohol - The Guide to Community Preventive Services (The Community Guide). Motor vehicle-related injury prevention: Reducing alcohol-impaired driving. Accessed on June 8, 2012
Webpage: http://thecommunityguide.org/mvoi/AID/index.html

Citations - Evidence

CG-MV Alcohol - The Guide to Community Preventive Services (The Community Guide). Motor vehicle-related injury prevention: Reducing alcohol-impaired driving. Accessed on June 8, 2012
Webpage: http://thecommunityguide.org/mvoi/AID/index.html

Citations - Implementation Examples

CG-MV Alcohol - The Guide to Community Preventive Services (The Community Guide). Motor vehicle-related injury prevention: Reducing alcohol-impaired driving. Accessed on June 8, 2012
Webpage: http://thecommunityguide.org/mvoi/AID/index.html

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Health Factors

Health Behaviors
Tobacco Use
Diet & Exercise
Alcohol Use
Sexual Activity
 Clinical Care
Access to Care
Quality of Care
 Social & Economic Factors
Education
Employment
Income
Family & Social Support
Community Safety
 Physical Environment
Environmental Quality
Built Environment

Decision Makers

Businesses & Employers
Community Organizations
Government - Local
Government - State
Government - Federal
Healthcare Organizations
Individuals
Schools

Evidence Rating

Level of effectiveness based on a scan of academic literature and key recommendations of leading organizations.

  • Scientifically Supported Numerous studies or systematic review(s) with positive results
  • Some Evidence Research suggests positive impacts; further study may be warranted
  • Expert Opinion Recommended by credible groups*; research evidence limited
  • Insufficient Evidence Evidence limited or unavailable; further study warranted
  • Mixed Evidence Evidence mixed; further study warranted
  • Evidence of Ineffectiveness Research consistently shows program is detrimental or has no effect

Although many policies and programs are recommended by credible groups, we apply the rating ‘expert opinion’ only when policies are recommended but limited scientific evidence of effectiveness is available.

* The American Heritage Dictionary defines credible as 'capable of being believed; plausible.' and 'worthy of confidence; reliable.' To be considered an 'expert recommendation,' policies and programs must be recommended by one or more organizations that are recognized for their impartial expertise in the area of interest and have limited evidence available.

Potential Population Reach

Portion of Wisconsin's population likely to be reached by a policy or program if implemented statewide, based on its characteristics (e.g., target population(s), geographic limitations, and potential implementers).

<1%   20-49%
1-9%   50-99%
10-19%   100%

Potential Population Reach

Portion of Wisconsin's population likely to be reached by a policy or program if implemented statewide, based on its characteristics (e.g., target population(s), geographic limitations, and potential implementers).

<1%   20-49%
1-9%   50-99%
10-19%   100%

Potential Impact on Health Disparities

Likely impact of a given policy or program on racial/ethnic, socioeconomic, geographic or other disparities in Wisconsin based on its characteristics (e.g., target audience, mode of delivery, etc.) and best available evidence related to disparities.

  • Likely to decrease disparities
  • No impact on disparities likely
  • Likely to increase disparities