This intervention was a field experiment that used social marketing to introduce a new ride program into three rural communities.
To reduce alcohol-related road accidents.
The Road Crew program was developed using new product development techniques and implemented by developing broad coalitions within the communities. A key feature of the program included rides to, between, and home from bars in older luxury vehicles.
Results showed a significant shift in riding/driving behavior, especially among 21 to 34-year olds, a projected 17% decline in alcohol-related crashes in the first year, no increase in drinking behavior, and large savings between the reactive cost of cleaning up after a crash and the proactive cost of avoiding a crash.
21-34 single men living in rural communities
Bar/tavern employees and owners
The theories of commercial marketing, especially those related to new product development, competition, power in relationships, exchanges, self interest, motivation opportunity ability, creating and delivering value; and behavioral economics, especially those related to decision making in hot and cool states.
We pay the community coordinator. We need several limousines, cell phones, and a place to work.
The major dependent variable is a count of number of rides taken. We also looked at alcohol consumption, awareness and attitudes in the target population, the general community population, bar owner population and community leader population.
The roads in our communities are now safer. Over several years we've kept about 140 crashes and 6 deaths from occurring. We've been collecting data for over 5 years.
The program becomes self-sustaining within the first year, primarily from fees charged to riders. All communities currently in operation have been self sufficient for several years.
Rothschild, M.L., Mastin, B. and Miller,T.W. Reducing Alcohol Related Crashes Through the Use of Social Marketing. Accident Analysis and Prevention, 38, 6, 2006, 1218-1230.
An abstract for this journal article can be found in the HNT literature section here.
Rothschild, M.L. and Karsten, C., The Road Crew Final Report. National Highway Traffic Safety Administration, Washington DC, 2003. Also available at www.roadcrewonline.org