Last Call: decreasing drunk driving among 21-34-year-old bar patrons |
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Authors: | Rivara Frederick P Boisvert Deanne Relyea-Chew Annemarie Gomez Tony |
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Affiliation: | Harborview Injury Prevention and Research Center, University of Washington, Seattle, Washington, USA. fpr@u.washington.edu |
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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%. |
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