Citation

Rivara FP, Boisvert D, Relyea-Chew A, Gomez T. Int. J. Inj. Control Safe. Promot. 2012; 19(1): 53-61.

Affiliation

Harborview Injury Prevention and Research Center, University of Washington , Seattle , Washington , USA.

Copyright

(Copyright © 2012, Informa - Taylor and Francis Group)

DOI

10.1080/17457300.2011.603150

PMID

21812706

Abstract

Any effort to decrease the toll of drunk driving must include efforts directed at people who drink in bars, particularly young adults who use motor vehicles after drinking. We designed a multifaceted social marketing campaign, Last Call, to increase the use of designated drivers and safe rides homes among 21-34-year olds. There were three components to the intervention: (1) use of taxi stands to promote taxi use; (2) point-of-sale information to patrons at partner bars and (3) a mass media campaign to support the designated driver/safe ride home message. Among the heaviest drinkers, the programme significantly increased the use of designated drivers and increased the use of taxis by 63%.

Language: en