Word: drunks
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Dates: during 1980-1989
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Right now, the networks put special emphasis on anti-drunk driving programming during the winter holidays, but the Project would like more effort made. "There's a big peak in drunk driving just before Christmas and New Year's but also around July 4 and Labor Day," says Winsten. "Our goal is to get the mass media doing this year-round...to get American society tuned to the problem year round...
Media interest in drunk driving peaked in 1983 after the fierce lobbying efforts of MADD and other groups resulted in harsher anti-drunk driving legislation and the raising of the drinking age, says DeJong. He cites work done by MADD and the Department of Transportation as "changing the way people view the problem of drunk driving, not seeing it as just one of those things that happens, no longer viewing it as much as an 'accident...
...when 1986 statistics showed a slight jump in drunk driving fatalities after some years of decline, it became clear that another media campaign was needed, DeJong says. The Center for Health Communication, which specializes in using the media to combat personal health problems, decided to take up the issue...
Winsten says he has other campaigns in mind. He would like to create a anti-drunk driving announcement that would run during movie previews. However, the Project has not yet found funding to produce such an ad. Winsten says he also hopes to get a celebrity who has had intimate experience with the problems of drunk driving make public appearances for the campaign...
When Boston TV news reporter Dennis Kauff was killed in a drunk driving accident three years ago, local reporters "were enraged," and decided to try to bring attention to the problem, says Jay A. Winsten, director of the Harvard Center for Health Communication and the Harvard Alcohol Project...