Media Campaigns Effective in Eliminating Drunk Driving

Alcohol companies are some of the most prolific creators of content on social media. They have shifted much of their advertising budgets and focus to social networks such as Facebook and Twitter in recent years. Alcohol companies are also getting creative in their efforts. In addition to posting fun and clever video content, many alcohol brands are also using contests, giveaways and games to gain new followers and sell more alcohol.

On the other hand, many mass media campaigns on alcohol-impaired driving (AID) have been implemented in the past several decades. The goals of these campaigns are generally to persuade individuals to either take personal steps to avoid drinking and driving or try to prevent others from drinking and driving. Theory suggests that, as with other preventive health efforts, mass media campaigns are most likely to reduce drinking and driving if their messages are reinforced by other efforts.

Reinforcing factors may include law enforcement efforts, grassroots activities, and other media messages related to drinking and driving. In places that devote considerable resources needed to develop high-quality mass media campaigns, such prevention activities may be particularly strong. It is difficult to objectively evaluate the importance of such factors in the success of mass media campaigns targeting AID, however, because the campaigns are seldom implemented or measured in a manner that allows for control of their effects.

While drinking in social situations isn’t a new cultural phenomenon, alcohol researchers are troubled because much of the content posted by alcohol companies on social media normalizes daily alcohol use and binge drinking.

One important aspect of message content in media campaigns involves the themes used to motivate the desired behavior change. Some common motivational themes in mass media campaigns to reduce AID include: fear of arrest and legal consequences of arrest; promotion of positive social norms; fear of harm to self, others, or property; and stigmatizing drinking drivers as irresponsible and dangerous.

Direct alcohol advertising isn’t the only way drinking is promoted on social media. Social media users do a lot of alcohol promotion of their own. Friends are nowadays organizing happy hours and parties online, and they often document their partying on popular sites by posting the photos and videos.

The actions promoted by the campaigns should also vary, ranging from messages related to abstinence to more specific behavioral recommendations such as using a designated driver or taking the keys from an intoxicated person who plans to drive. A mass media campaign cannot be effective unless the target audience is exposed to, attends to, and comprehends its message.

Published by People Daily on 17th May 2022