@article{ref1,
title="Last Call: Decreasing drunk driving among 21-34-year-old bar patrons",
journal="International journal of injury control and safety promotion",
year="2012",
author="Rivara, Frederick P. and Boisvert, Deanne and Relyea-Chew, Annemarie and Gomez, Tony",
volume="19",
number="1",
pages="53-61",
abstract="Any effort to decrease the toll of drunk driving must include efforts directed at people who drink in bars, particularly young adults who use motor vehicles after drinking. We designed a multifaceted social marketing campaign, Last Call, to increase the use of designated drivers and safe rides homes among 21-34-year olds. There were three components to the intervention: (1) use of taxi stands to promote taxi use; (2) point-of-sale information to patrons at partner bars and (3) a mass media campaign to support the designated driver/safe ride home message. Among the heaviest drinkers, the programme significantly increased the use of designated drivers and increased the use of taxis by 63%.<p /> <p>Language: en</p>",
language="en",
issn="1745-7300",
doi="10.1080/17457300.2011.603150",
url="http://dx.doi.org/10.1080/17457300.2011.603150"
}