Communications Strategies on Alcohol and Highway Safety. Volume 1, Adults 18–55

NHTSA · 1975 · ROSA P / United States. National Highway Traffic Safety Administration

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Summary

This 1975 report, prepared by Grey Advertising, Inc. for the National Highway Traffic Safety Administration (NHTSA), addresses the development of communications strategies to prevent drunk driving among adults aged 18–55. Motivated by the high mortality rate and economic cost of alcohol-related highway fatalities, the study aimed to evaluate the progress of NHTSA’s prior public information campaigns and identify specific target populations and actionable countermeasures. The research sought to determine which individuals were most likely to intervene in potential drunk driving situations and what actions they were willing to take, moving beyond general "don't drink and drive" messaging to targeted behavioral interventions. The study employed a two-phase research design: an exploratory phase involving an incidence check via telephone survey and qualitative development, followed by a measurement phase. The measurement phase utilized a national probability sample, administering personal interviews to 1,512 adults aged 18–55 in their homes and 148 college students at central locations. The data collection occurred between June and July 1974. The analysis focused on defining the "ARS-Involved" population—those participating in alcohol-related social or business situations at least once a month—and assessing their attitudes, knowledge, and willingness to employ specific countermeasures across various relationships and locations. Key findings indicate that 54% of adults are ARS-Involved, representing the primary group capable of preventing drunk driving. While public awareness of drunk driving as a major social issue had increased significantly since 1971, with 85% supporting higher taxes for law enforcement, significant misconceptions persisted. Over 60% of respondents incorrectly believed that beer or wine were less intoxicating than liquor, and many held false beliefs about sobering up via cold showers or coffee. Although ARS-Involved individuals were willing to act, 57% failed to recognize themselves in potential drunk driving situations due to difficulty identifying impairment. When action was taken, it was predominantly directed at close friends or relatives and involved offering to drive or inviting the person to stay over, rather than physical restraint or legal intervention. The report concludes that effective communications must target the ARS-Involved group, differentiating strategies based on lifestyle and personality profiles. It recommends focusing on immediate action countermeasures, such as offering transportation or lodging, and pre-planning measures like serving food with drinks. The findings suggest that while the public is willing to intervene, campaigns must address the inability to recognize impairment and correct widespread misconceptions about alcohol’s effects to effectively reduce drunk driving incidents.

Key finding

Fifty-four percent of adults aged 18 to 55 participate monthly in alcohol-related social situations and are willing to intervene with close friends and relatives, yet 70 percent mistakenly believe a can of beer is less intoxicating than liquor.

Methodology

survey

Sample size: 1600

Provenance

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Summary generated by qwen3.6-27b-prismaquant on 2026-06-10; verification: verified.

Topics

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• public messaging

Information type

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• Empirical Findings: observational prevalence