High risk males believed that they could safely drive after as many as 10-12 beers. Driving after drinking is a normative behavior for this group of men. People close to them, such as friends, girlfriends, and spouses, were viewed as most likely to influence them not to drink and drive. Female partners were viewed as the most convincing intervenors because the men feel that the women are concerned for their welfare and can detect when they have had too much to drive. No single PSA will effectively encourage intervention behaviors with everyone.
Legal sanctions can be effective if the punishment is certain.
Marketing experts provided insights into reaching Generation X, defined as those between the age of 21-34. To change attitudes concerning drunk driving, target their peer group. TV and radio PSAs are generally not effective because it is difficult to get the long-term commitment and exposure that is needed. They edit themselves out of threat. Messages can be used in places where Xers congregate, such as, sports bars, video rentals, theaters, churches, and colleges.