The “benefits of [a sobriety check] campaign may not depend on drivers’ being personally exposed to a checkpoint, but rather on their knowing that others have.” Thus, local media can aid sobriety check campaigns, by announcing how many have been checked and how many didn’t pass. Media coverage, in turn, will increase the perceived risks of being caught in by the police.
This is a blog response to the post “Can YOU stop impaired driving?” in which Sergeant Tim Burrows calls for ideas on how to tackle this problem. Here, I present my two cents:
First, don’t use threats of physical harm or death in your communications, because this kind of message is not effective with the target groups for which it is intended: male drivers and sensation seekers (this term refers to a personality trait that is associated with risk-taking and impaired driving)1, 2. Moreover, some studies suggest that these messages can be counterproductive, because they induce denial (“this won’t happen to me”) and self-enhancement attitudes (“I am a better driver than the people in the ad”).
Continue reading “Re: Can YOU stop impaired driving?”