Prior to developing the materials, research was done on the advertising that appeals to teenagers. Focus groups were conducted with teenagers to validate the materials being developed. Research also demonstrated where teens spend most of their time outside home and school. PSAs and one-line messages were broadcast on popular radio and television stations. The campaign displays materials during five two-week blitz periods in September, December, March, May and July.
Student groups distribute the materials to the schools and businesses.
Future plans include a World Wide Web site, television PSAs, an MTV-style video and a music CD of local rock bands with an informational jacket about drinking and driving. All of the 64 high schools with a school newspaper ran ads for each blitz, as did 11 local newspapers. Fifteen radio stations ran PSAs.