Media Blitzes & Public Information Campaigns

When used in conjunction with enforcement campaigns, media blitzes and public information campaigns play an important role in the fight against hardcore drunk driving. The purpose is to alert the public to an upcoming campaign through stories in print and electronic media, to raise the public’s awareness of efforts to stop drunk driving and to deter the illegal behavior. Media blitzes and public information campaigns can help discourage motorists from driving drunk in the first place, which in turn leads to fewer repeat offenders.

Information and Intervention: Hand-in-Hand. The success of a public information campaign relies on strong backup by the promised enforcement: one doesn’t work without the other. When enforcement is inconsistent, public compliance diminishes. “Publicity without sufficient enforcement is soon perceived as not credible; enforcement without publicity has too little impact on the drinking driving population to create a general deterrent effect” (Rodriguez 2002).

NHTSA’s Impaired Driving Prevention Toolkit provides a resource for communities launching public awareness campaigns, including sample press materials. The toolkit also stresses the importance of campaign evaluation and provides assessment tools to help focus and evaluate progress towards the campaign’s goals and objectives.

Where to Go for More Information on Media Blitzes and Information Campaigns

National Highway Traffic Safety Administration. January 2003. Impaired Driving Prevention Toolkit. Washington, DC: National Highway Traffic Safety Administration.