Word: dejong
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...William DeJong, research director of SPH's Center for Health Communication, which is sponsoring the project, said the center hoped "to affect a fundamental shift in social norms, to effect a schism in people's minds between the act of drinking and the act of driving...
Although SPH will monitor the success of the project, it will not conduct "a full-blown investigation," DeJong said. With the cooperation of certain advertising agencies and polling organizations, project researchers will look for a change in attitudes about driving drunk...
...There's a real debate in the public health community about the effectiveness of mass media campaigns," DeJong said. He said critics of such campaigns often look for immediate behavioral changes rather than focusing on future benefits. "Obviously, the mass media had a major role to play in shifting social norms from smoking to non-smoking. You really need to take a long-term view," DeJong said...
...Center for Health Communication is "looking for a long-term relationship with the networks and the studios," said DeJong, who called the present effort a "pilot project." He said future collaborations may address such issues as children's nutrition and automobile seat belt...
...DeJong said she has heard nothing about the sale since that meeting...