Word: winsten
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Dates: during 1980-1989
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Thanks to the efforts of the Harvard Alcohol Project, networks and Hollywood studios have begun a massive media campaign--using stars like Sajak--to "change American social norms relating to drinking and driving," says Director of the Project Jay A. Winsten...
...enterprise of the Center for Health Communication at Harvard's School of Public Health (SPH), is drawing on the power of the American mass media to "add momentum to changes that are already beginning to occur in reducing drunk driving and increasing use of the designated driver," says Winsten...
...Project's efforts have resulted in the three big TV networks broadcasting anti-drunk driving announcements up to 20 times per week this holiday season. The Project's public service ads will occupy air time that Winsten estimates is worth $100,000,000. In addition, Winsten persuaded 13 Hollywood television studios to include lines of dialogue encouraging use of the designated driver in the scripts of many prime-time shows...
Abuse of alcohol "is an enormous problem area. Young adults use alcohol as a rite of passage, for male bonding, to ease socialization. We've tried to carve out something doable and achievable...Drunk driving is a more comfortable way to raise the issue of alcohol abuse," Winsten says...
Recent statistics seem to indicate that the American public will be receptive to the project's message, Winsten reported. According to Winsten, a Gallup poll conducted for Harvard found that 78 percent of adults said they would be willing to be the designated driver from time to time...