Developing and Testing the Anti-Drinking and Driving PSA

Abstract

Drinking and driving is a serious and prevalent problem in the college-aged population, necessitating attempts to better understand and potentially lessen this health threat. This article reports on 2 studies that designed and tested a public service announcement (PSA) aimed at curbing drinking and driving in a college-student population. Study 1 consisted of focus group research conducted in an attempt to highlight pertinent features of effective and ineffective anti-drinking and driving PSAs. Study 2 incorporated these findings with current persuasion theory to design a persuasive anti-drinking and driving message, which was then tested against a preexisting PSA.

Keywords:

• Drinking and Driving
• Fear Appeals
• PSA

Acknowledgments

An earlier version of this article was presented at the 2008 Eastern Communication Association (Health Communication Division) annual conference.

Additional information

Notes on contributors

Keith Weber

Keith Weber (Ed.D., West Virginia University, 1998) is an associate professor in the Department of Communication Studies at West Virginia University.

Megan R. Dillow

Megan R. Dillow (Ph.D., The Pennsylvania State University, 2006) is an assistant professor in the Department of Communication Studies at West Virginia University.

Kelly A. Rocca

Kelly A. Rocca (Ed.D., West Virginia University, 2000) is an associate dean and professor in the School of Rhetoric, Communication, and Theatre at St. John's University.