Evaluation of Female Driver Responses
to Impaired Driving Messages
Final Report -- December 2000

Table of Contents

Cover Page & Technical Report Documentation Form

EXECUTIVE SUMMARY

Background and Purpose
Participant Demographics
Focus Group Procedures
Findings and Recommendations

I. INTRODUCTION

II. PURPOSE OF THE FOCUS GROUPS

III. METHODS

A. Recruiting Participants

B. Selection of Anti-DWI Messages

1. Descriptions of Anti-DWI Videos
2. Descriptions of Audio Anti-DWI Presentations
3. Descriptions of the Print PSAs Used

C. Focus Group Logistics

D. Data Analysis

E. Limitations

IV. FINDINGS

A. Demographic Profile of Participants

B. Driving Habits and Attitudes

C. Drinking Behaviors and Attitudes About Drinking and Driving

D. General Impressions of Media

1. Memorable Media Messages
2. Media Approaches

E. Reactions to Media Presentations

1. The Video PSAs
2. The Radio Spots
3. The Print Ads
4. Targeting of the PSAs
5. Appropriateness of PSAs for Other Mediums
6. PSAs and Behavior Change

F. Emergent Themes

1. Using Celebrities in PSAs
2. Discussion About Changing the Environment
3. Summary of Findings

V. CONCLUSIONS AND RECOMMENDATIONS

A. Answers to Study Questions

B. Implications for Anti-DWI Public Service Announcements

C. Recommendations for Future Research

VI. REFERENCES CITED

APPENDICES

APPENDIX A: Screener's Guide

APPENDIX B: Moderator's Guide

APPENDIX C: Participant Information Form

APPENDIX D: Rating and Ranking Sheets (sample)

FIGURE

Figure 1. Fatal crashes among female drivers with BACs of .10 and higher, by age

TABLES

Table 1. Participant Demographics (Total N = 93)

Table 2. Driving Behaviors (N = 93)

Table 3. Drinking Behaviors (N = 93)

Table 4.Video Ratings (N = 94)

Table 5. Ranking of Video Presentations (N = 94)

Table 6. Radio PSA Ratings (N = 94)

Table 7. Ranking of Radio Presentations

Table 8. Print PSA Ratings (N = 94)

Table 9. Ranking of Print Presentations (N = 94)

Table 10. Suggestions for reaching young women with anti-DWI messages