Social marketing campaigns aimed at preventing drunk driving

Purpose – The purpose of this paper is to examine the role of social marketing programs in preventing drunk driving, and how protection motivation theory (PMT) can be used to create effective anti drunk driving communications.

Design/methodology/approach – Communication and program materials aimed at reducing drunk driving were identified and gathered from English-language websites from the USA, Canada, UK, Australia, and New Zealand, and a qualitative review was conducted.

Findings – The review provides a description of the key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. A key facet of this review is the examination of the use of PMT in social marketing campaigns designed to prevent drunk driving.

Originality/value – The review presents social marketing campaigns aimed at preventing drunk driving in English-speaking countries, and shows that PMT can be successfully used in this context. The paper provides a guide for future initiatives, as well as recommendations for social marketing practitioners.