Research on the role of peer conformity in decisions to ride with an intoxicated driver suggests that it may be important to change social norms to make refusal to ride with an impaired driver and intervention to prevent a peer from drinking and driving normative behaviors. Some experts suggest separate messages need to be provided for males and females. However, one recent study of college students found that males and females may be responsive to a single message. It should be noted that TV and radio PSAs are generally not effective because it is difficult to get broadcast stations to commit to the long-term, frequent airing of PSAs that is needed. Use simple, direct, visual images.
Parents also can play a role in preventing teens from drinking and driving.
Permissive or neutral attitudes toward underage drinking are associated with underage alcohol use for males, and perhaps females as well. Evidence suggests that most parents agree that underage drinking and driving is a problem, but are unlikely to feel that their own children may be drinking and driving, even when they are, in fact, doing so. Nevertheless, many parents often don't feel they have much influence over their children's drinking and driving behavior and feel that it is hard to monitor this behavior. Teenagers do report that their parents' attitudes and behavior can influence drinking and driving behavior. In recent years, more comprehensive approaches to addressing teen drinking and driving have been developed.