This study explored young women's perceptions of impaired driving messages. Six focus groups were conducted in the Washington, D.C. area and six groups were conducted in Madison, Wisconsin. The 94 participants averaged 26 years of age, drove regularly, and had drunk alcohol in the past month. A guided discussion covered their driving and drinking behaviors and attitudes, plus their general views on the media. They then rated thirteen public service announcements (PSAs) in three mediums: video, radio, and print. By far, television was preferred over other mediums. The data analysis showed that women were most affected by emotional appeals, graphic images of negative consequences, PSAs depicting realistic situations, and those in which they could identify with the characters. Authoritative messages were rejected by the participants, especially the youngest women. Using celebrities in these messages was not viewed as effective. Humor in PSAs was seen positively by some participants and negatively by others. The data indicate that impaired driving messages targeting young women would be more effective if they were tailored for them. (Author/publisher)
Abstract