Are mass media campaigns effective in reducing drinking and driving? Systematic review – an update

Zatoński, Mateusz; Herbeć, Aleksandra · 2016 · OpenAlex-citations

DOI: 10.5114/jhi.2016.61421

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Summary

This systematic review updates previous research to determine the effectiveness of mass media campaigns in reducing alcohol-impaired driving (AID). Motivated by the significant global burden of road-traffic injuries attributed to alcohol and the lack of consensus regarding the efficacy of media interventions, the authors aimed to synthesize findings from studies published between 2007 and 2014. This period followed a comprehensive meta-analysis by Phillips et al. (2011) that only included studies up to 2007, leaving a gap in recent evidence. The researchers conducted a systematic search of MEDLINE and EMBASE databases, identifying 319 records. After screening titles, abstracts, and full texts, four US-based studies met the inclusion criteria. These studies were required to report on paid mass media campaigns targeting AID reduction, measure AID-related outcomes, and exclude confounding factors such as simultaneous changes in law enforcement or legislation. The primary outcome across all included studies was self-reported AID, supplemented by secondary objective measures like alcohol-related crashes or fatalities where available. A quality assessment checklist was applied to evaluate reporting clarity, campaign design, and audience exposure. The review found that the included studies were of moderate quality, with scores ranging from 8 to 14 out of 18. Across the four studies, the mean decrease in self-reported AID was approximately 2%. Campaigns utilizing positive social norms messages achieved higher reductions compared to those relying on fear of enforcement. For instance, a campaign in Montana using positive social norms saw a 2% decrease in self-reported AID, while a Seattle campaign combining media with taxi stand placement saw a 5% decrease. However, one study in Maryland, which used fear-based messaging alongside sobriety checkpoints, reported a negligible 0.1% decrease in self-reported AID, alongside increases in alcohol-related crashes and fatalities. The authors noted that methodological limitations, such as low survey response rates and reliance on self-reported data, hindered definitive conclusions. The authors conclude that mass media campaigns can contribute to reducing AID, particularly when carefully designed, well-executed, and focused on positive messages. However, the heterogeneity of interventions and the difficulty of isolating media effects from accompanying enforcement activities remain significant challenges. The review highlights a need for more rigorous studies, particularly those utilizing objective outcome measures and exploring novel media channels like social media. Additionally, because all included studies were conducted in the United States, further research in other countries is necessary to assess generalizability.

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• public messaging

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• Applied Guidance: countermeasure evaluation