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Abstract
Any effort to decrease the toll of drunk driving must include efforts directed at people who drink in bars, particularly young adults who use motor vehicles after drinking. We designed a multifaceted social marketing campaign, Last Call, to increase the use of designated drivers and safe rides homes among 21–34-year olds. There were three components to the intervention: (1) use of taxi stands to promote taxi use; (2) point-of-sale information to patrons at partner bars and (3) a mass media campaign to support the designated driver/safe ride home message. Among the heaviest drinkers, the programme significantly increased the use of designated drivers and increased the use of taxis by 63%.
Acknowledgements
The project was funded by Cooperative agreement from the National Centers for Injury Prevention and Control and CDC and grants from the Washington Traffic Safety Commission, The Nesholm Family Foundation, Safeco, The Washington Restaurant Association and the Bennett Family Foundation. We are indebted to the work of Lisa Arose and Suzette Riley, the cooperation of bar owners and managers, the DOT of the City of Seattle and the guidance of Dr. Ruth Shults of the CDC.
