Lessons Learned from Public Health Campaigns and Applied to Anti-DWI Norms Development
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D U.S. Department of Transportation National Highway Traffic so" Administration DOT HS 808 273 May 1995 Final Report Lessons Learned from Public Health Campaigns and Applied to Anti-DWI Norms Development This document is available to the public from the National Technical Information Service, Springfield, Virginia 22161. This publication is distributed by the U.S. Department of Transportation, National Highway Traffic Safety Adminis tration, in the interest of information exchange. The opinions, findings and conclusions expressed in this publication are those of the author(s) and not necessarily those of the Department of Transportation or the National Highway Traffic Safety Administration. The United States Government assumes no liability for its contents or use thereof. If trade or manufac turers' name or products are mentioned, it is because they are considered essential to the object of the publication and should not be construed as an endorsement. The United States Government does not endorse products or manufacturers. Technical Report Documentation Page I. Keport no. a. uevernmen' ,ccess,or f\c. rrtc er.+ s LCra'JC hc. DOT HS 808 273 4._ Title and Subtitle _` Keoo'r Mai I ^^5 Lessons Learned from Public Health Campaigns and Applied to Anti-DWI Perior-^ Organ,zo,^or Code Norms Development E. Perio-ng Orgo-zotion Report No. 7. Author's) Judy Barokas, Ph.D. 9. Performing Organization Name and Address 1C work Una' No (TRAIS, Sociometrics, Inc. DTNH22-93-C-05231 11 Contr ocr a. Or an, o. 8300 Colesville Road, Suite 550 N Silver Spring, MD 20910 .T 13 roe or Reoorr and Period Covered 12. Sponsoring Agency Name and Address Final Report U.S. Department of Transportation 7/27/93 to 2/9/95 National Highway Traffic Safety Administration sponsoring Agency code 400 7th Street, S.W. Washington, DC 20590 )5. Supplementary Notes Amy Berning reviewed this work as the Contracting Officer's Technical Representative, (COTR). 10. -Abstrac, The purpose of this study was to examine norms development in past public health campaigns to direct lessons learned from those efforts to future anti-DNN'l programming. Three campaigns were selected for a multiple case study. The anti-smoking, anti-drug, and anti-AIDS campaigns were examined through in-depth discussions with experts of the campaigns. Ten experts specifically discussed their knowledge of those campaigns and the potential application to anti-DWI promotions; three other experts provided a more theoretical background on norms development and behavior change models. The 13 experts were interviewed by telephone between February and April, 1994. The in-depth discussions were recorded and reviewed at length. Relevant excerpts of conversations were sometimes transcribed directly, sometimes paraphrased. Information from the interviews was combined to describe the anti-smoking, anti-drug, and anti-AIDS campaigns. After the three cases were described, the most important factors actually contributing to norms change were analyzed. Basic principles and strategies of norms development were then extracted from both individual examples in a single campaign and from multiple sets of examples across different campaigns. Finally, recommendations were developed to promote actions that can lead to the further development of anti-DWI norms. 17. Key Words 18. Distribution Statement Driving while intoxicated, DWI, Driving Available from the National Technical under the influence, DUI Norms Development Information Service Norms change 19. Securty Closs,l. (of th,s report) 2G. Security Classic. (of this page, 21. No. o! Pages 22. Price Unclassified Unclassified ' 171 7 Form DOT F 1700.7 (8_72) Reproduction of completed page authorized 1 Acknowledgements This report reflects the views of the author who is solely responsible for the findings. opinions, and conclusions presented. The report does not necessarily reflects any official views or policies of the National Highway Traffic Safety Administration (NHTSA). The author does. however, gratefully acknowledge the support of many people and organizations in producing this document. First and foremost among them are thirteen selected experts for the study who generously gave their time and shared their expertise on norms development and on the anti-smoking. anti-drug. and anti-AIDS campaigns researched here. • Charles Atkin -- one of the nation's leading experts and foremost scholars on mass coin in unicatioll • John Baer -- a research psychologist who specializes in addiction and substance abuse among college students • David Clark -- a psychologist specializing in the mental health of adolescents especially suicide prevention • K. Michael Cummings -- a public health specialist with expertise in smoking control including cessation and intervention strategies • Martin Fishbein -- a social psychologist and communications researcher most known for his theories relating norms and attitudes to social behavior • William Hansen -- a social psychologist specializing in the implementation and evaluation of school based drug prevention programs • Harold Holder -- a research sociologist whose work centers on the ecology of alcohol problems • Lloyd Johnston -- a social psychologist who is the foremost chronicler of drug related behavior of American youth • Marvin Krohn -- a sociologist specializing in the delinquent behavior of various subgroups • David McKirnan -- a psychologist whose work centers on the interrelationship of communities and norms, especially those pertaining to alcohol and other drug use, sexuality, and deviance iii • Deborah Prentice -- a psychologist whose research focuses on the perceptions and presentations of self, particularly the role pluralistic ignorance plays in campus alcohol use • Ralph Turner -- a sociologist emeritus whose analyses of collective behavior center on disaster, mobility, racial inequality, and self-concept • Kenneth Warner -- an economist of public health whose work concentrates on the effects of anti-smoking campaigns, cigarette advertising. and licit and illicit drug policy Without their contributions or the guidance of NHTSA, this report would not exist. iv CONTENTS Summary Note ............................................. Vii Chapter One: Introduction ...................................... 1 Norms. Values. and Behavior 1 Problem Statement ..................................... 3 Study Objectives and Overview .............................. 4 Organization of the Report ................................. S Chapter Two: Methodology For The Study ............................ 7 Selection Of Participants and Campaigns ......................... 7 Procedures ................................... ........ 9 Instruments and Protocols .................................. 9 Data Analysis ........... ... ..................... ... 10 Chapter Three: Lessons Learned .................................. 11 The Anti-Smoking Campaign ................................ 11 Introduction ..............................:.. ......... 11 Lessons Learned ........................................ 12 Applications to DWI ..................................... 18 The Anti-Drug Campaign .................................. 24 Introduction .......................................... 24 Lessons Learned ........................................ 25 Applications to DWI ..................................... 33 The Anti-AIDS Campaign ............................ ...... 38 Introduction .......................................... 38 Lessons Learned ........................................ 38 Applications to DWI ..................................... 40 v Chapter Four: Theoretical Models Underpinning The Norms Change Process ................................... 43 Chapter Five: Summary and Conclusions ............................. 49 Cross-Case Conclusions From Three Campaigns .................... 49 Examination of Factors Leading to Acceptance of Changed Norms ......... 50 Underlying Principles and Strategies of Norms Change ............... 57 Applications of Principles To Recommended Anti-DWI Program Actions ...... 61 REFERENCES ............................................. 67 APPENDICES Appendix A: The Experts ..................................... A-1 Appendix B: The Sample Selection Process ....... .................... B-1 Appendix C: The Instrument Development Process ..... ............... C-1 Appendix D: Highlights from the Interviews .......................... D-1 FIGURES Figure1 ................................................. 44 Figure 2 ........................................... ... D-34 Figure 3 ................................................ D-35 Figure 4 ................................................ D-37 Figure 5 ............................ D-40 Figure 6 ............................................... D-41 vi SUMMARY NOTE Study Background Despite progress in controlling DWI', alcohol-impaired drivers,' still present, a major problem to highway safety. Alcohol was involved in 57 percent of the fatal highway crashes in 1982. Ten years into greater focus on DWI, alcohol was still involved in 45 percent of those crashes (NHTSA, 1994). With the goal of promoting anti-DWI norms in America, .the National Highway Transportation Safety Administration (NHTSA) contracted with Sociometrics, Inc. to study norms development in previous public health campaigns. Three areas of inquiry were addressed: First, what factors led to the public acceptance of anti-smoking and other changes? Second. what principles and strategies derived from these factors might be applied in developing