Alcohol /Safety Public Information Campaigns: Seminar No
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Alcohol /Safety Public Information Campaigns: Seminar No. 1 A REPORT OF AN INFORMAL MEETING HELD MAY 3, 1973, TO DISCUSS SELECTED CAMPAIGNS ON ALCOHOL AND HIGHWAY SAFETY KEY BRIDGE MARIOTT INN, WASHINGTON, D.C. PUBLIC COMMUNICATION GROUP HIGHWAY SAFETY RESEARCH INSTITUTE THE UNIVERSITY OF MICHIGAN HURON PARKWAY AND BAXTER ROAD ANN ARBOR, MICHIGAN 48105 INTRODUCTION As recently as two or three years ago, only a few organizations concerned with alcohol and highway safety worked with others in planning or producing public infor- mation programs. However, more examples of cooperative effort have begun to appear: the Department of Transportation and Kemper Insurance developed a booklet on the roadside breathalyzer, Ford and DOT jointly produced the film "c.R.A.s.H. ,'I and the National Council on Alcoholism and the National Institute on Alcohol Abuse and Alcoholism co-sponsored a series of radio and television spots. Other instances on national, state and local levels could be cited. We feel that further cooperation among voluntary, commercial, and governmental organizations should be encouraged in order to promote more consistent, and thus more effective, public information campaigns. Some organizations still attack the social drinker, while others believe the target should be the problem drinker; one tries to separate drinking from driving, another stresses moderation; one may feel that fear and threats are most effective while another stresses responsibility. There is still a need for solid evidence regarding the relative effectiveness of these approaches and for sharing of such evidence as it becomes available. This seminar and others to follow it are designed to facilitate cooperation among communications professionals in planning and evaluating public information programs on alcohol and highway safety. The meetings provide a means by which organi- zations can obtain others' reactions to new materials, keep informed about others' plans, share data on public and media response to campaign themes, and perhaps make joint decisions regarding the content and timing of future programs. We are grateful to all the organizations which have endorsed this effort, but we owe special thanks to those which have provided financial support: the Alcohol and Drug Problems Association of North America, Canada Safety Council, Licensed Beverage Industries, National Safety Council, and Occidental Life of California. The involve- ment and support of other organizations would be welcomed. This report is an edited transcript of the meeting held May 3, 1973. Some examples of public in£ormat ion materials are included as illustrations ; additional materials and information can be obtained through HSRI or directly from campaign sources. James W. Swinehart, Head ?ubl.ic Communicatiorl Group JoAnn Anderson, Consultant Paul Garner, Director Public Information and Education National Clearinghouse for Alcohol Alcohol Safety Action Project Information 505 Fairfax Circle Building P. 0. Box 2345 3251 Old Lee Highway Rockville, Maryland 20852 Fairfax, Virginia 22030 301/948-4450 703/591-8440 Morris G. Garter, Manager Robert A. Boaz, Acting Director Highway Safety Programs and Planning Consumer Affairs and Fublic Information Ford Motor Company National Highway Traffic Safety Auto Safety Center Adminis tration Dearborn, Michigan 48121 Washington, D.C. 20591 313/594-0640 2021426-9550 Paul Gavaghan Richard Bugajski, Advertising Director Director of Public Information State Farm Mutual Automobile Licensed Beverage Industries Insurance Company 485 Lexington Avenue 112 East Washington Street New York, New York 10017 Bloomington, Illinois 61701 2121682-4920 3091662-2311 Patrick Griffin John DeLellis Public Information Safety Education Consultant National Safety Council American Automobile Association 425 North Michigan Avenue 1712 G Street, N.W. Chicago, Illinois 60611 Washington, D.C. 20006 3121527-4800 2021638-4000 William Kelley Thomas Enright National Institute on Alcohol Abuse Highway Safety Management Specialist and Alcoholism Region V, National Highway Traffic 5600 Fishers Lane Safety Administration Rockville, Maryland 20852 1010 Dixie Highway, Suite 214 3011443-3306 Chicago Heights, Ill. 60411 3121756-1950 John J. Lavino, Jr. Corporate Communication Manager Dwight Fee Kemper Insurance Group Public Education Program Officer Long Grove, Illinois 60049 Office of Alcohol Countermeasures 312/540-2513 National Highway Traffic Safety Administration John Pankow, Assistant Counsel Washington, D.C. 20591 United States Brewers Association 202/426-0076 1750 K Street, N.W. Washington, D.C. 20006 Paul Field 202/466-2400 Grey Advertising 1150 Seventeenth Street, N.W. Timothy Redmon, Associate Director Washington, D. C. 20036 American Optometric Association 202/872-1130 1730 M Strect, N.W. Washington, D.C. 20036 202/833-9890 Edmond P. Reiley Public Information Officer Consumer Affairs and Public Information National Highway Traffic Safety Administration Washington, D.C. 20591 2021426-0686 Leon Robertson Senior Behavioral Scientist Insurance Institute for Highway Safety Watergate 600 Washington, D.C. 20037 202/333-0770 James W. Swinehart, Head Public Communication Group Highway Safety Research Institute University of Michigan Ann Arbor, Michigan 48105 3131763-2465 Allan F. Williams Insurance Institute for Highway Safety Watergate 600 Washington, D.C. 20037 2021333-0770 Lt. Col. William L. Williams, U.S.A.F. Staff Assistant for Drug and Alcohol Abuse Room 3E279 The Pentagon Washington, D.C. 20301 2021695-7068 Sam Yaksich, Jr., Director Traffic Engineering and Safety Department American Automobile Association 1712 G Street, N.W. Washington, D.C. 20006 2021638-4000 9:30 Coffee 10:OO Introducti.ons, description of meeting purpose and format 10:15 Presentation by bight Fee, Bobby Boaz, Ed Reiley, Office of Alcohol Countermeasures, National Highway Traffic Safety Administration, Department of Transportation 10:45 Discussion 11:15 Presentation by Paul Garner and Bill Kelley, National Institute on Alcohol Abuse and Alcoholism 11:45 Discussion 12:15 Lunch 1:45 Presentation by Sam Yaksich and John DeLellis, American Automobile Association 2 : 15 Discussion 2:45 Presentation by Paul Gavaghan, Licensed Beverage Industries 3:15 Discussion 3:45 Coffee 4:00 Presentation and discussion of miscellaneous materials from various sources 4:30 General discussion of themes, coordination possibilities, future meetings 5 : 00 Adjournment PRESENTATION BY OFFICE OF ALCOHOL COUNTERMEASURES, NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION, DEPARTMENT OF TRANSPORTATION --Dwight Fee, Robert Boaz, Edmond Reiley Before creating a campaign, Grey Advertising undertook a three-month in-depth study on the problem of alcohol and highway safety. They then outlined a three year, multi-media advertising effort. Phase I of this effort is composed of two waves of campaign materials--one which was released in February 1972 and the new materials currently being released. On the basis of preliminary figures, DOT has already received a total of $12,000,000 worth of public service time. This figure is twice what had been expected. The new print ads are aimed at law enforcement officials, psychiatrists, medical personnel, judicial and legal personnel, male audiences, and youth. 'They have been coded through box numbers in order to be able to compile eati is tics on the audiences which have responded. Corresponding brochures will be produced. To date, 12-15,000 people have written in in response to DOT ads. The thrust of the campaign is problem and program awareness. This is also the thrust of the 35 ASAPs. It has been discovered that there was impatience with previous types of messages, so the aim has been shifted to areas of personal respon- sibility and personal action. The Fairfax ASAP, for example, is talking to the viewer in terms of what he can do about alcohol abuse in its "Know Your ~imits" campaign. The Department's purposes are 1) to sti~!lulateinvolvement and peer group con- cern (it has been determined that the public may turn off something aimed at one person, but may be responsive to it if it concerns group action); 2) to make excessive drinking and driviqg an explicit social concern; 3) to creat awareness and encourage an individual to identify the problem in his own group; 4) to give him alternatives for helping problem drinkers; 5) to help him determine how much responsibility he should accept in dealing with potential drinking drivers; 6) to help him determine his own social standards; and 7) to equip the citizen, getting issues into the open which until now have be~nignored. The program premise, that excessive use of alcohol is a primary cause of alcohol-related traffic deaths, has not been changed. The campaign objectives are 1) to make excessive drinking and driving a social issue by stinulating discussion, 2) to describe specific actions which individuals can take to prevent drinking and driving, 3) to seek support of countermeasures programs and encourage implementation of such programs, 4) to educate young drivers. Young drivers have been chosen as a target because they are still educable and have not established firm drinking patterns. They are a captive audience within driver education classes. During the November 1971 Ann Arbor conference, some people saw a conflict between NIAAA and NHTSA. This is no longer true--public information and education responsi- bilities are being shared and both of us feel there is room for others. A joint Christmas campaign between NIAAA and NHTSA is feasible, though