Social marketing campaigns aimed at preventing drunk driving: A review and recommendations

doi:10.1108/02651330910960799

Document Information:
Title:	Social marketing campaigns aimed at preventing drunk driving: A review and recommendations
Author(s):	Magdalena Cismaru, (Paul J. Hill School of Business, University of Regina, Regina, Canada), Anne M. Lavack, (Paul J. Hill School of Business, University of Regina, Regina, Canada), Evan Markewich, (Johnson-Shoyama Graduate School of Public Policy, University of Regina, Regina, Canada)
Citation:	Magdalena Cismaru, Anne M. Lavack, Evan Markewich, (2009) "Social marketing campaigns aimed at preventing drunk driving: A review and recommendations", International Marketing Review, Vol. 26 Iss: 3, pp.292 - 311
Keywords:	Drink driving, Qualitative research, Social marketing
Article type:	Research paper
DOI:	10.1108/02651330910960799 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	This research is supported with funds from the University of Regina and Saskatchewan Health Research Foundation. The authors thank Adina Rudrick and Brad Smith for their contribution in the early stages of this research. The authors also thank the Editors and the anonymous reviewers for their valuable guidance.
Abstract:	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.