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PUBLIC PERCEPTIONS OF THE JULY 2003 "YOU DRINK & DRIVE. YOU LOSE." CRACKDOWN: TELEPHONE SURVEYS SHOW THE MEDIA CAMPAIGN REACHES TARGET AUDIENCE

The National Highway Traffic Safety Administration Office of Research and Technology is evaluating the July 2003 impaired driving "You Drink and Drive. You Lose." crackdown (campaign). A key feature of the crackdown was the use of paid advertising to support and promote drivers' awareness of the enforcement campaign. National and State telephone surveys were conducted before and after the crackdown to measure driver awareness, perceptions of enforcement activity, and self-reported drinking and driving behavior change. This Research Note analyzes public perceptions of the crackdown to measure the effectiveness of the media component (both earned and paid media).