Social Norms
Social norms action with informed and engaged societies
Social Norms
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
Time to read
less than
1 minute
Print
a- a+
Published 24 years ago
Last updated 1 year ago
Read so far

Promoting Designated Drivers: The Harvard Alcohol Project - USA

0 comments

A comprehensive nationwide communication strategy for reducing the number of alcohol-related traffic fatalities focusing on introducing the designated driver system. Popular mass communication is used to portray the new social norm of a non-drinking driver as socially acceptable.
Communication Strategies

A partnership between the health community and major mass communication companies (all major Hollywood studios and three leading TV networks) helped to facilitate the program. Through that partnership prime time media conveyed messages and social norms. An important breakthrough was when networks began writing alcohol related story lines into their news and drama scripts. News coverage, prominent personality speakers, advertising and grassroots community-based effort were used to reinforce national media. TV networks have aired frequent public service announcements.
Development Issues

Alcohol impaired driving
Key Points

At the time that the project was started, alcohol-related traffic accidents were the largest killer of youth ages 15-24 making it an area of primary concern. To change the figures, social norms had to be changed along with social concepts of non-drinkers. This problem was addressed with a campaign which realized the importance of sustained, long-term attention.
Partners



Harvard School of Public Health: Centre for Health Communication, ABC, CBS, NBC, major Hollywood Producers

Sources

Winsten, J.A. promoting Designated Drivers: The Harvard Alcohol Project. American Journal of Preventative Medicine. Vol.10, number 3. 1994 pgs 11-14.