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Mothers Against Drunk Driving's campaigns of self-directed change to prevent underage drinking in society

The purpose of this research is to describe and analyze the public relations elements of Mothers Against Drunk Driving’s campaign to prevent underage drinking. The focus will be Mothers Against Drunk Driving (MADD) and its current communication strategies and possible future initiatives. An analysis of underage drinking in the United States provides the necessary background for MADD’s change in its prior mission statement and goals. The public relations strategies of MADD will be analyzed through the characteristics of organizational excellence, models of public relations and focus principally on the factors for self-directed change. After discussing the basic foundations of MADD’s current campaign, an analysis of underage drinking on college campuses explains the need for a separate campaign for the college community. The results of MADD’s public relations and campaign will be discussed in closing. / text

Identiferoai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2011-08-3953
Date06 October 2011
CreatorsColeman, Chelsey Nicole
Source SetsUniversity of Texas
LanguageEnglish
Detected LanguageEnglish
Typethesis
Formatapplication/pdf

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