INNITUTION National Highway Traffic Safety Administration (DOT), Washington, Di C
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DOCUMENT RESUMF ED 259 203 CE 041 .,942 . .---. v TITLE Drunk.Driving Public Information Program Sfrategiesi- and Planning Guide.' 4 INNITUTION National Highway Traffic Safety Administration (DOT), Washington, Di C. REPORT NO DOT-HS-806-680 , ) PUB DATE Jan 85 , / C014TRACT DTNH-22-81-C-.05093,. , $ 4 NOTE 152p. -lib AVAILABLE FROMUniversityof Michigan, TransportationReseal-ch. linsti.%ute-; 2901-Baxter Rd, Ann Arbor, MI 48109 '(Videocassette containing public seellLice announcements on loan only, 3 %leeks). , PUB TYPE Guides Non7Classroom Use {055) EDRS PRICE MF01/PC07 Plus Postage'. DESCRIPTORS *Accident-Prevention; Adolescents; Adults; *Aladhol Educatio9.; Alcoholism; AudioV-isual Aids; Community Education; .*Drinking; Edubational Resources; *Program DevelopmqnS Program Implementation; Public Affairs Education; Publicity; *Public Relations; Public Support; Safety Education; Traffic Accidents; 'Traffic Safety; Young Adults %.= IDENTIFIERS *Drunk Driving it ABSTRACT This guide, designed to accompany a videopssette of selected television spots is'a compendium of specific drunkdriving topics and issues for each of the major planning steps of a pd*lic information program. The-guide is organized around these steps, which are (1)- select program strategies,(2) select target audiences, (3) se1,61, media Efhannels (4) select spokepersoRs, and (5) a management planning checklist. (Accompanying Mach topic 'in the section on program strategies a e,codes.which refer tospecific public service arpouncments--liste in this appendixes--that illustrate eadb topic.) The lists of strate ies and issued. were compiled from a review of campaign materials from organizatidns around the country. The intent of the book is to provide alcohol coordinator,s with the opportunity. to read messages anct planning ideas used by others ansl toprovide suggestions for further development bylocal planners, advisory # committees,' focus grchoi, and advertising agencies working on the prOgram. This resource is expected to be useful iq writing public information plans and position statements, preparing speeches, briefing volunteers, studying for talk show appearances, and the like. Appendixes to -the document -list drunk driving public-service announcements (description includes number on tape,title, length, production year, producing organization, place produced and Highway Safety Research rnstitute number)available through the authoring - agency or state highway safety departments,describe alcohol's trip through the body, reconstruct an alcohol- related crash, andfist drunk' driving organizations. (KC) r. SCOPE OFIfAERESTNOTICE ha [nice facility tits assigned tin4 document for -0'0C...118 10Q 11 U.S. Department of Transportation. tP In uu. watiolt.oll Mot riot LIM001 4bipr National Highway -Raffle Safety Administratiori re 5150 01 Adues1 to Mel Oda. y. It. the nUht 1.111(poni should r011act mall S(10010 001MS of yaws., BEST COPY AVAILABLE Drunk Driving Public Information Program Strategies and Planning Guide 4' US. DEPARTMENT OFEDUCATION NATIONAL. INSTITUTE OFEDUCATION' EDU ATIONAL RESOURCES INFORMATION CENTER IERICS his document hasbeen reproduced es . received from theperson or organization originating it Minor changes haveboon made to improve reproduction quality Points of view or opinions stetedm this docu mont do not necessarily represent 'official Nit positron or policy DOT HS 806' 680 Jdnuary 1985 2 4 Drunk Driving PublicInfoithation Program Strategies and Planning Guide 4 National Highway Traffic Safety Administration Office of AlcbhOl Countermeasures U.S. Dep6rtment of Transportation CONTRACT No. DTNi 22-81-C-05093 January, 1985 '4 3 -1! TABLE OF CONTENTS Acknowledgmen Preface Step I.Select Program Strategies 1 General Information Messages C Enforcement Messages 16 Alcohol Effects oijiDriving Messages26 Community Centred Messages34 Corporation Strategies and Policies39 Bat and Restaurant Strategies and Policies40 4' Corporate and Private Party Planning Guide 43 Military Strategies and Policies57 Citizen Activist Groups Strategies and Policies60 Accident, Offender and Victim Messages63 (fr Fear and Humiliation of the Arrest Messages68 Sanctions and Costs Messages72 Parent and .Youth Messages89 Intervention' Messages 103 Self-MonitorKg and Planning PreventionMessages108 Education and Rehabilitation Messages110 Appreciation and Program 'Success Messages 111 Step II.Select Target Audiences113 Step III.Select Media Chahnels115 Step IV.Select Spokespersons127 Step V.Management Planning Checklist.129 Appendices1. Drunk Driving Pfiblic Service 'Announcements 135 2. Alcohol's -Trip Through The Body143 3. ,Reconstiruction of An Alcohol-Related Crash 144 4. Drunk Driving Organizations145 Index Preface 7 .1 This document is a ompendium of specific drunk driving topics and issues 'for each of the ma*, planning steps of a public information program. These lists were compiled from a review of canwaign materials from organizations around the country. The intent is to provide alcohol coordinators with the 9pportunity to read messages and planting ideas used by others and to provide suggestions for further deyelopment by local planners, advisory committees, focus groups, and advertising agencies working on fheprogram. It is, of course, necessary that specific strategies be "localized" to reflect the needs yf the comnMnity.in which the message would(be used. This resource should be useful in writing public information -plans and position statements, prepar- ing speeches, briefing volunteers, studying for talk show appearances, and the like. It is hoped that this manual will 'help develop more effective 'materials for changing public attitudes and behaviors about drunk driving. In addition, there are several 'drunk driving television public service announcements available to illustrate some of the items as indicated by the number in the right column. (See Master List in the Appendix.) These spots may be borrowed tq use on the air or to use as "trigger films" with groups. They are available from the University of Michigan Transportation Research Institpte (fonberly "I'11Highway Traffic Safety Research Institute) in Ann Arbor, Michigan 48109, or from your State's' I ligh<vay Safety it Department. I 4 1 STEP I:Select Program Strategies 4 . s After you haVe identified the significant problems to be rectified by yaur public information program and other information needs to be met, it will be necessary to select your specific goals, objectives, and strategy points from the listspelow. Some points might be useful for public information campaigns while others might be used more informally on a radio talk show or in a speech to-'a small group. Still othersare points more properly made by others outside of your organization as part of your =14tworking" Effort (work with private corporations, citizen activist groups, and the like). These issues should be "localized" to reflect more accurately the needs of the target community (e.g. use of local statistics, specific names of organizations) and be written in proper objective setting form. 1 Gfenerl Information .Messages 1) Identify the extent to which drinking drivers exist on the PSA which illustrates correspond- nation's streets and highWays. Number of persons killed on ing point (see Appendix 1). our highways (statistics revised 1-2-84): 8, 11, (26), 35, 36, 37, 38, 67. 250,000 people have died in alcohol-related accidents in the last ten years. ti Presently, 25,000 people are killed each year in alcohol related accidents. 500 people are killed each week inalcohol-related accidents. 71 people are killed each day in alcohol-related accidents. , 1 person dies every 20 minutes in an alcohol-related auto crash. NOTE: Show that the public should,be encouraged to think of the lives these numbers represent when they hear statis- tics. Communicators should "localize" statistics when pos- sible and keep the human and social consequences of these figs es "up front." We have heard these statistics to many time's That we are almost immune to their meaningunless, of course, someone we care about is injured or killed. "These numbers do not represent nameless, thinly drawn 1 6 figures." "The 25,000 figure Means nothing to a mother, but tier daughter was everything." There is a story behind each statistic. These are the compassionate human components of the problem. It's a "drunk driving epidemic in cur coun- try. Statistics are faceless and sorbetimes a poor measure of what has occurred because, they tend to lose all human -qualities. Each face was capable of love, affection, and con tributing some good to the world. If we, 10505,000 people a year from a disease, rpany would take action. At one time, it was the public's understanding that we must accept the high number of traffic fatalities on our highway. "Take the 'high' numbers out o'highway'." "We want to start a safety epidemic." ."The statistics are of pandemic proportions--- previously reserved for battle field reportin6-." if Show that no one feels total/1 comfortable with DWI statis- tics;they are-the best measure we have. In fact, we realize that many. of you_ might have-problems with statistics in general. But, the point is, .these statistics, even ,the gross numbers', are significant even if we factor in a margin of error. N.. 'Show that in addition to existing elevated drunk driving statistics, -there are a,high number,of highway crashes whete it is impossible to prove that alcohol wayabsolutely not a contributing factor. 'Remember, you will never have the names of the people