An American project is presented, which aims to identify how some groups of drivers, who seem particularly resistant to existing deterrents to drink-driving, can be motivated to avoid impaired driving voluntarily, without threat of punishment. The project intends to identify values that influence the behaviour of these groups, and suggest countermeasures that can be based on these values. The target groups, selected for the project, are: (1) 13- to 15-year olds, who cannot legally drink or drive in the USA, but could be influenced not to develop dangerous drink-driving behaviour later; (2) 18- to 20-year-olds, who can legally drive but cannot legally drink, and have a very high risk of alcohol-related crashes; and (3) 21- to 29-year-olds, who are permitted to drink and to drive, but still have a high risk of alcohol-related crashes. The project focuses on the design of measures that are positively motivated, based on an understanding of the values and lifestyles of young Americans. To gain this understanding, this project is to conduct over 200 semi-structured interviews with members of the target age groups in three parts of the USA. The paper lists the questions to be asked, and gives examples of issues to be addressed and preliminary findings of the project.
Abstract