Date of this Version


Document Type

Conference Proceeding

Publication Details

Holden, S.J.S. and Abram, C. (2005), “Reducing underage drunk-driving behavior through victim-based communications”, in Proceedings of 32nd International Research Conference in Marketing – The La Londe Conference, (eds: C. Haugtvedt, L. Warlop & D. Merunka).

The La Londe Conference is organized by the Aix Graduate School of Business (named IAE Aix in France ), a part of the Paul Cézanne University in Aix-Marseille.

The full-text of this article is available online via the La Londe Conference website.


From mid-1997 until 2001, the Hawaii chapter of Mothers Against Drunk-Driving conducted high-school presentations featuring a presentation from a victim of a drink-driver. The effectiveness of this intervention was assessed by examining responses of a sample of over 4,200 high school students completing a questionnaire assessing prior awareness and knowledge of the problem of drunk-driving, and consequent impact and behavioural intentions. The results reveal that an encouragingly high percentage of students (93%) reported intending not to drink and drive in an unprompted measure, and that high percentages (75%+) reported an intention to change a number of specific, prompted behaviours (eg, ‘never drink and drive’, ‘stop others drunk-driving’, ‘designate a driver’, etc. ) In addition, statistics from the State of Hawaii provide some encouraging evidence to suggest that the school-based communications undertaken by victims of drunk-driving were effective in also changing actual behaviour.



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