VII. CONCLUSIONS AND IMPLICATIONS

1. Misperceptions of norms are pervasive. The phenomenon of misperception of peer norms associated with driving after drinking occurs at statewide levels in young adults across a wide age range (18-34). This data clearly indicates the minority of young adults who do recklessly choose to drive under the influence of alcohol typically do so believing they are no different from most young people their age. Moreover, they do so with the tacit (albeit unintended) support of most other young people who think those who drink and drive are in the majority.
   
   
2. A hidden risk factor exists. To the extent these widely held misperceptions of norms have heretofore not been identified or challenged, they represent a hidden risk factor for the increased likelihood of driving after drinking among young adults. Evidence from this research demonstrates that correcting misperceptions is associated with reduced risk of driving after drinking on our roads and highways. Challenging misperceptions about the prevalence and acceptability of impaired driving with credible data about actual young adult norms is a crucial element of success in any broad-based prevention initiative. The extent to which misperceptions of norms extend beyond the young adult target group in Montana to other high-risk target groups across the Nation is a question for future research. In addition, other "carriers" of misperceptions outside of high-risk groups should also be studied.
   
   
3. Prevalence and seriousness are not the same. Impaired driving is an infrequent behavior among Montana young adults, but its prevalence is substantially over-perceived. The fact that impaired driving does not normally occur among most young adults does not minimize the seriousness of this deadly behavior. Instead, it serves to underscore the importance of accurately framing the context in which impaired driving occurs. Since the social norms approach represents a paradigm shift from traditional media that stresses harm, it is likely the general population will have to "warm up" to this positive approach.
   
   
4. Social norms media works. This research demonstrates it is possible to construct a media intervention that successfully impacts the perceptions, attitudes, and reported behaviors of a large population spread over a large geographic region. Even on such a macro scale, the social norms model of correcting misperceptions to change behaviors is effective. Correcting misperceptions of norms can be done in a relatively short period of time (i.e., 1 to 2 years) with measurable results. An implication of this finding is that if social norms media were sustained over a longer period of time, then other positive synergistic benefits and long-term impacts might be measured.
   
   
5. A media-based social norms intervention can be constructed to achieve statistically positive results across a variety of measures. In the MOST of Us Prevent Drinking and Driving campaign these included:
   
   
   1. A change in awareness of the normative media message (MOST Of Us Don't Drink
      and Drive);
      
      
   2. A measured increase in accurate perceptions of peer norms;
      
      
   3. A change in reported protective behaviors (increased reported use of designated drivers);
      
      
   4. A change in reported drinking and driving behavior (a decrease in the percentage of young adults that reported driving within one hour of consuming 2 or more alcoholic drinks within an hour in previous 30 days); and
      
      
   5. Support for policies to reduce impaired driving (increased support for passage of .08 BAC legislation).
      
      
6. Intensive exposure to data-based normative messages is the key to success. The early efforts of the MOST of Us Prevent Drinking and Driving campaign showed that low levels of media exposure are not sufficient to correct perceptions and change behavior. The campaign message must be delivered with credible data from the population and delivered at doses intense enough to correct people's perceptions and reframe the public conversation about impaired driving. It is also essential that even high levels of the social norms message not be watered down or diminished by competing negative, fear-based messages. Controlling the prevention environment in which the social norms campaign runs is crucial.