A field of study investigating behavior change in high-risk groups.

Abstract

This dissertation investigates the effects of a multidimensional planned social change campaign on high risk behavior. The Oklahoma Zero Tolerance law, which provides sanctions to drivers under 21 testing positive for any level of blood or breath alcohol, provides an opportunity to examine the effects of a social change program. A public information and education (PI&E) campaign was executed and evaluated utilizing the Social Action Model of planned social change. Through the use of Oklahoma Department of Public Safety traffic records, this study examines the effects of these sanctions, when combined with targeted media, in the reduction of under-age alcohol-related traffic incidents. Specifically, this research investigates the impact on the problem of adolescent drinking and driving of behavior change strategies, grouped into the categories of persuasion, education and power. Results indicate a significant decrease in crash involved 16-18 year old drivers judged having been drinking after the passage of the law and further reductions after the implementation of the PI&E. Implications of these results are discussed.