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

dc.contributor.advisorAnderson, Ronald B.en
dc.contributor.committeeMemberWilcox, Garyen
dc.creatorColeman, Chelsey Nicoleen
dc.date.accessioned2011-10-06T19:55:57Zen
dc.date.available2011-10-06T19:55:57Zen
dc.date.issued2011-08en
dc.date.submittedAugust 2011en
dc.date.updated2011-10-06T19:56:03Zen
dc.descriptiontexten
dc.description.abstractThe 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.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.slug2152/ETD-UT-2011-08-3953en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2011-08-3953en
dc.language.isoengen
dc.subjectSelf-directed changeen
dc.subjectUnderage drinkingen
dc.subjectMothers Against Drunk Drivingen
dc.titleMothers Against Drunk Driving's campaigns of self-directed change to prevent underage drinking in societyen
dc.type.genrethesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorUniversity of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen

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