title: Last Call: decreasing drunk driving among 21-34-year-old bar patrons.
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%.
authors.affiliation: Harborview Injury Prevention and Research Center, University of Washington, Seattle, Washington, USA. fpr@u.washington.edu
authors.forename: Frederick P
authors.initials: FP
authors.lastname: Rivara
authors.forename: Deanne
authors.initials: D
authors.lastname: Boisvert
authors.forename: Annemarie
authors.initials: A
authors.lastname: Relyea-Chew
authors.forename: Tony
authors.initials: T
authors.lastname: Gomez
mesh_terms: D000063:Accidents, Traffic / Q000517:prevention & control*; D000328:Adult; D000435:Alcoholic Intoxication; D001334:Automobile Driving; D005260:Female; D006293:Health Promotion; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008402:Mass Media; D015397:Program Evaluation; D040242:Risk Reduction Behavior; D012449:Safety; D040241:Social Marketing; D014861:Washington; D055815:Young Adult