Montana Social Norms Project: Young Adults Impaired Driving Prevention Campaign

Montana Social Norms Project

Young Adults Impaired Driving Prevention Campaign

Project Objective

To reduce heavy episodic drinking behavior with a resulting decline in the number of young adults involved on alcohol-related traffic accidents as measured through highway safety statistics. The target audience for this campaign is young adults in Montana between the ages 18-25.

Project Funding

Montana Department of Transportation, and the Montana Department of Public Health and Human Services (Addictive and Mental Disorders Division).

Baseline Data

Research indicates that 83% of Montana young adults have zero drinks or are not impaired (blood alcohol content <.08) at a typical social occasion.

Primary Normative Message

"83% of Montana young adults have zero drinks or are not impaired (blood alcohol content <.08) at a typical social occasion."

Marketing Methods Employed

Television, radio, billboards posters and promotional items.

Project Director

Dr. Jeff Linkenbach
Montana Social Norms Project
Montana State University - Bozeman
P.O. Box 170520
Bozeman, MT 59717-0520
(406) 994-7873

Further Information

http://www.mostofus.org/
The site of the Montana Social Norms Project. Site contents include a discussion of social marketing, a description of the current social norm interventions underway in Montana, a social norms marketing toolbox, and a comprehensive FAQs.

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