ERIC Number: ED123336
Record Type: Non-Journal
Publication Date: 1975-Feb
Reference Count: N/A
Communications Strategies on Alcohol and Highway Safety. Volume II. High School Youth. Final Report.
Grey Advertising, Inc., New York, NY.
The second part of a two-part, two volume study deals with high school youth and identifies target populations and communications strategies for encouraging personal action steps to prevent drunk driving. Data, collected from interviews and questionnaires, are summarized and presented in tabular form. One fourth of high schoolers in a representative sample of 397 taken from 25 locations in the U.S. said they had driven once or twice when they knew they were too drunk to drive. About 32% said they rode in cars driven by a heavily drinking driver at least once a month. The youth believed their driving skills were relatively unimpaired by alcohol and that serious consequences do not exist for teen drunk drivers. Results were used to construct a personality profile of Alcohol Related Situations(ARS)-Involved Youth. Findings indicate that education programs should be aimed at correcting current misconceptions about drinking and driving and should depict personal action to prevent drunk driving as acceptable, expected behavior in the peer group. A Technical Appendix contains: Schematic Flow Chart of Study Operations, Sample Design and Field Procedures, Sample Tolerance, Development of Personality Scores, and a 21-item bibliography. The interview and questionnaire forms are also included. (NTIS)
Descriptors: Accident Prevention, Alcohol Education, Communication (Thought Transfer), Community Action, Drinking, High School Students, Interpersonal Relationship, Interviews, Mass Media, Questionnaires, Social Action, Social Relations, Statistical Studies, Student Attitudes, Tables (Data), Traffic Safety
National Technical Information Service, Springfield, Virginia 22151 (PB-241-259; MF $2.25, HC $5.25)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: National Highway Traffic Safety Administration (DOT), Washington, DC.; National Inst. on Alcohol Abuse and Alcoholism (DHEW/PHS), Rockville, MD.
Authoring Institution: Grey Advertising, Inc., New York, NY.