An examination of anti-drinking and driving public service announcements: Differences in perception based message and viewer characteristics

Although most public service announcements (PSAs) are built without a basis in empirical research, the objective of this study is to examine types of media messages so that research can inform health information campaigns. In this study, the potential effectiveness of different types of anti-driving under the influence (DUI) PSAs was examined in both a college sample (n = 137) and a clinical sample mandated to treatment following a DUI offense (n = 17). The empathy, fear, and informational PSA approaches were examined. Participants were shown three examples of each of the three PSA approaches. The three approaches were found to be different on both perceived effectiveness and affective responses as measured by the Positive and Negative Affect Schedule (Watson, Clark, & Tellegen, 1988). Specifically, the empathy approach was rated higher on perceived effectiveness (F [2, 280] = 6.395, p = .002, partial eta squared = .044) and evoked higher levels of negative affect (F [1.730, 242.207] = 7.198, p = .002, partial eta squared = .049). Level of experience with DUI was examined as a predictor of perceived effectiveness of anti-DUI PSAs, and less experience with DUI emerged as a good predictor of higher perceived effectiveness (Beta = -.215, t = -2.500, p = .014, squared semi-partial correlation = .042). This study has implications for future PSA research as well practical implications in guiding future PSA development.