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The role of mass media in alcohol and highway safety campaigns.

This article gives an overview of the role of the mass media in highway safety campaigns directed at the drinking and driving problem. Attention is focused on public service campaigns and paid advertising campaigns. The following questions are addressed: (1) what is known about the role, use and effects of mass media in campaigns on drinking and driving; (2) what are the deficiencies in the research evidence gathered thus far; (3) what additional knowledge is needed to conduct successful mass media campaigns; (4) what research is needed to get that additional knowledge; and (5) what practical actions can be started now to improve media campaigns?