Abstract
This article explains how the designated driver concept serves as a vehicle for changing social norms, describes the national designated driver campaign and the involvement of the public and private sectors, and presents public opinion findings documenting the wide popularity of the designated driver concept. The Harvard Alcohol Project was a national media campaign conducted in collaboration with the TV industry to demonstrate how a new social concept (the designated driver) could be widely disseminated through mass communication, thereby promoting a new social norm (the nondrinking driver). Strengths of this prevention strategy include the social legitimacy it lends to the nondrinker's role. (A)