Date of Award
Master of Science (MS)
Professional & Technical Communication
Driving Under the Influence (DUI) is a serious problem in the United States. According to a Mothers Against Drunk Driving (MADD) report in 2017, drunk driving kills 10,000 Americans every year. During 2016, Montana's alcohol impaired fatality rate ranked among the highest in the nation. Montana communities have attempted to implement several programs to try and reduce alcohol impaired driving fatalities and injuries. Educational campaigns, tougher DUI laws, ignition interlock systems, and Mariah's Challenge are a few such attempts. However, Montana's DUI problem has not been significantly reduced. This project studies drinking culture in Butte, Montana. It also examines the effectiveness of current DUI laws and public information campaigns concerning this issue. This study combines focus group interviews and content analysis to help identify potentially effective messaging for a poster campaign. Three posters were developed based on focus group interview responses, culture analysis, and emotional design principles. The overall goal of the project is to design an effective public education campaign and help reduce the tragedies associated with drinking and driving in Butte, Montana.
Shrestha, Geeta, "Using Emotional Design and Culture Analysis to Develop an Effective Anti-Drinking and Driving Poster Campaign in Butte, Montana" (2019). Graduate Theses & Non-Theses. 196.