The primary goal of this project was to create an Implementation Guide to support the planning and initiation of statewide social norms campaigns focused on impaired driving. The result is the forthcoming publication “How to Use Social Norms Marketing to Prevent Driving after Drinking: A MOST of Us Toolkit.” The Toolkit supports the planning and initiation of statewide social norms campaigns focused on impaired driving. It is based largely on the MOST of Us Prevent Drinking and Driving Campaign, a successful statewide social norms campaign, the results of which are forthcoming as a publication from NHTSA. The Toolkit contains specific information and examples related to the prevention of driving after drinking, but most the material it contains could be used to plan and implement a social norms campaign on virtually any topic.
Sponsor: National Highway Traffic Safety Administration