Montana's MOST of Us Don't Drink &amp; Drive Campaign: A Social Norms Strategy To Reduce Impaired Driving Among 21 to 34 Year Olds

Linkenbach, Jeff; Perkins, H. Wesley

doi:10.1037/e624262011-001

Cited by 25 publications

(24 citation statements)

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“…Buffer counties were not included in analyses because the sample sizes were not as robust. It is important to note that prior MOST of US social norms campaigns had taken place in previous years throughout the state, including a previous campaign targeting drinking and driving (described in Linkenbach & Perkins, 2005). Thus, some recognition or recall of Most of US social norms messages about drinking and driving at baseline was not unexpected.…”

Section: Resultsmentioning

confidence: 99%

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

Perkins¹,

Linkenbach²,

Lewis³

et al. 2010

Addictive Behaviors

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218

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This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health.

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Section: Resultsmentioning

confidence: 99%

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

Perkins¹,

Linkenbach²,

Lewis³

et al. 2010

Addictive Behaviors

Self Cite

218

View full text Add to dashboard Cite

show abstract

“…For example, social norms predict condom use (Peterson & Bakeman, 2006), adolescent smoking (Weiss & Garbanati, 2006) and driving (Linkenbach & Perkins, 2006), heart-related health behaviors (Mahalik & Bums, 2011), and general health-affirming behavior in men (Mahalik, Bums, & Syzdek, 2007). For example, social norms predict condom use (Peterson & Bakeman, 2006), adolescent smoking (Weiss & Garbanati, 2006) and driving (Linkenbach & Perkins, 2006), heart-related health behaviors (Mahalik & Bums, 2011), and general health-affirming behavior in men (Mahalik, Bums, & Syzdek, 2007).…”

Section: Influence Perceptions Of Normsmentioning

confidence: 99%

Real men don’t eat (vegetable) quiche: Masculinity and the justification of meat consumption.

Rothgerber

2013

Psychology of Men & Masculinity

448

315

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As arguments become more pronounced that meat consumption harms the environment, public health, and animals, meat eaters should experience increased pressure to justify their behavior. Results of a first study showed that male undergraduates used direct strategies to justify eating meat, including endorsing pro-meat attitudes, denying animal suffering, believing that animals are lower in a hierarchy than humans and that it is human fate to eat animals, and providing religious and health justifications for eating animals. Female undergraduates used the more indirect strategies of dissociating animals from food and avoiding thinking about the treatment of animals. A second study found that the use of these male strategies was related to masculinity. In the two studies, male justification strategies were correlated with greater meat consumption, whereas endorsement of female justification strategies was correlated with less meat and more vegetarian consumption. These findings are among the fn-st to empirically verify Adams's (1990) theory on the sexual politics of meat linking feminism and vegetarianism. They suggest that to simply make an informational appeal about the benefits of a vegetarian diet may ignore a primary reason why men eat meat: It makes them feel like real men.

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“…These club events attract young adults aged 18 to 34, the age group that has the highest percentage (31% in 2010, National Center for Statistics and Analysis, 2012) of drivers with illegal breath alcohol concentration (BrAC ≥ .08) in fatal crashes. That age group is also the primary target of the National Highway Traffic Administration (NHTSA) in its national impaired-driving enforcement and public information programs (e.g., see Linkenbach and Perkins, 2005). Young adults arriving by car at EMDEs are generally small close-knit groups of friends who have traveled together to drinking events in the past and share many common characteristics related to alcohol and drug use (Miller et al, in press, 2009a, 2009b.…”

Section: Introductionmentioning

confidence: 99%

Alcohol and drug use among young adults driving to a drinking location

Voas

Johnson

Miller

2013

Drug and Alcohol Dependence

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Background Clubs that feature electronic music dance events (EMDEs) draw young adults aged 18 to 34 who are at high-risk for alcohol-related crashes to locations where alcohol sales are the principal source of revenue. Up to 30% of these attendees may also use drugs. This provides an important context in which to study driving arrangements that reflect concern with impaired driving. We explored whether drivers were using less alcohol and fewer drugs at exit than their passengers were and whether a driver for the group ever changed after consuming too much during the evening. Methods Using biological measures of alcohol consumption (breath tests) and drug use (oral fluid tests), 175 drivers and 272 passengers were surveyed among young adults arriving at and departing from EMDEs in San Francisco. Results Upon exit from the drinking locations, only 20% of the drivers, compared to 47% of the passengers, had a high breath alcohol concentration (defined as a BrAC of .05 g/dL or greater). Further, there was evidence that drivers with high BrACs switched to passenger status on exit and former passengers with lower BrACs replaced those drivers. However, there were no differences in the prevalence of drug use among drivers and passengers. Conclusions These findings suggest that the effort by young adult drivers to avoid alcohol-impaired driving appears to be reducing the number of drivers with high BrACs returning from drinking locations, such as EMDEs, by about one third. However, there is no similar pattern for drugged driving.

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Montana's MOST of Us Don't Drink & Drive Campaign: A Social Norms Strategy To Reduce Impaired Driving Among 21 to 34 Year Olds

Cited by 25 publications

References 0 publications

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

Real men don’t eat (vegetable) quiche: Masculinity and the justification of meat consumption.

Alcohol and drug use among young adults driving to a drinking location

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