Zero Tolerance Campaign |
IOWA |
|
PROBLEM IDENTIFICATION
Drivers under age 21 continue
to be over-represented in alcohol-involved motor vehicle crashes
nationwide. In Iowa in 1995, 31 of 142 (or approximately 21 percent)
of alcohol- related crashes involved drivers aged 16 to 20. To
address this serious safety issue, the Iowa legislature enacted
a "zero tolerance" law in 1995, setting the legal blood
alcohol concentration (BAC) for drivers under the age of 21 years
at 0.02 BAC. Youth drivers apprehended with a BAC level of more
than 0.02 face seizure of their driver's license. Iowa law enforcement
officials determined that a media campaign would be beneficial
to help inform youth drivers about the new law, and to discourage
alcohol consumption among this underage target group.
GOALS AND OBJECTIVES
The Iowa Governor's Traffic Safety Bureau developed the Zero Tolerance
Campaign in 1996 to help educate the youth of Iowa about the new
law. Objectives related to this campaign included:
STRATEGIES AND ACTIVITIES
Traffic Safety Bureau staff designed a series of unique and creative
campaign materials to appeal to youth aged 16 to 24, and convey
the zero tolerance message. Materials included:
RESULTS During the first 18 months of zero tolerance implementation (from July 1995 to December 1996), Iowa law enforcement officers arrested 2,738 violators. During this same period, traffic crash fatalities among drivers 16 to 24 dropped more than 13 percent (from 38 to 33). |
|
National Highway Traffic Safety Administration |
Spring 1998 |