According to National Highway Traffic Safety Administration
statistics, 16,653 people died in alcohol-related crashes in 2000, an
increase of more than 800 deaths from 1999. This represented the largest
percentage increase on record. According to some estimates, about two out
of every five Americans will be involved in an alcohol-related crash at
some time in their lives. These tragic statistics dramatically illustrate
that drunk driving continues to represent a serious problem in the United
States today. Perhaps even more alarming still are the statistics
concerning teenage drinking and driving. Studies have shown that between
14 and 27 percent of teenagers drink and drive, and that as many as 15
percent drive after engaging in binge drinking. Research has also shown
that preventions campaigns can play a more significant role in reducing the
incidence of drinking and driving in the teenage population. This paper
will provide an overview of how the media has been used to promote
prosocial behaviors in general, followed by an analysis of the ethical
considerations involved in such campaigns. An assessment of the incidence
of teenage drinking and driving today and an examination of different types
of successful anti-driving and driving campaigns will be followed by a
summary of the research in the conclusion.
Background and Overview. In recent years, U.S. television networks
have started broadcasting crime prevention programs and commercials
designed to raise social concerns about AIDS, drunk driving, drug abuse,
and child abuse (Brown & Singhal 1993). The term crime prevention is used
to describe a broad range of activities by individuals, groups,
institutions, and governments. In some cases, crime prevention activities
try to reduce crime, fear, and nuisance problems directly by dealing with
immediate situations; in other settings, crime prevention activities
a...