Localization of relevant consequences in anti-drinking and driving PSAs (public service announcements): a new approach to targeting underage college students?
Drinking and driving is prevalent among college students, particularly among underage college students. Although most of these students know that drunk driving is a potentially harmful behavior, many of them still make the decision to do so. The purpose of this study was to determine why underage students drink and drive and what consequences, if any, these students fear when they engage in this behavior. Focus groups and in-depth interviews were conducted, using the Health Belief Model as a guide for discussion topics. Participants revealed that PSAs focusing on relevant, localized consequences would have more meaning to underage college students than the more general campaigns that they reported seeing. In addition, they revealed that the consequence that they fear most is being charged with a DUI, yet current anti-drinking and driving PSAs never portray this as a possible negative consequence.
Gotthoffer
A R
AR
University of Miami, Coral Gables, FL 33124, USA.
D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000517:prevention & control*; D001294:Attitude to Health; D001334:Automobile Driving; D017144:Focus Groups; D006266:Health Education; D006302:Health Services Research / Q000379:methods; D006801:Humans; D007407:Interviews as Topic; D008389:Marketing of Health Services / Q000379:methods; D008402:Mass Media; D010290:Parents; D010565:Persuasive Communication; D013334:Students / Q000523:psychology*; D014481:United States; D014495:Universities