First, let me wish you all the delights of the season. Whether your plans are for mistletoe, mince pies, or a merry drink or two, I hope it’s a time of joy and relaxation.
Or perhaps you’re stepping up as the designated driver this year? Personally, I rather enjoy the role – it’s a handy excuse to dodge the eggnog and still soak up the festivities. But have you ever wondered where the idea of the designated driver came from?
Let me tell you a story that takes us from Scandinavian social norms to American TV sets, and finally, to a powerful campaign that saved thousands of lives – and all with a few lines of dialogue.
The Birth of a Social Norm
The concept of the designated driver originated in Scandinavia, where it was formalised in the 1920s as part of their efforts to reduce drink-driving fatalities. By the 1980s, the idea was part of the cultural fabric, but it hadn’t yet reached the U.S., where drink-driving remained the leading cause of death among young adults.
Enter Jay Winsten, a Harvard academic with a vision. Inspired by the success of Scandinavian practices and the tragic death of a colleague in a drink-driving accident, Winsten had a bold idea: to use television not just to reflect culture, but to reshape it.
Working through the Harvard Alcohol Project, Winsten partnered with Hollywood’s creative community to weave the concept of the designated driver into the scripts of some of the most popular TV shows of the late 1980s.
Hollywood’s Role in Saving Lives
Winsten’s approach was groundbreaking. Rather than preachy ads or heavy-handed PSAs, he asked writers to embed the idea of the designated driver seamlessly into their stories. Shows like Cheers, Dallas, and L.A. Law included characters casually appointing a designated driver, treating it as a normal and responsible part of a fun night out.
This subtle storytelling technique worked brilliantly. Relatable characters modelled the behaviour, and audiences absorbed the message without feeling lectured. In total, over 160 prime-time TV shows included designated driver references.
The campaign was further amplified by public service announcements from major networks and support from high-profile figures, including U.S. presidents and advocacy groups like Mothers Against Drunk Driving (MADD).
The result? By 1991, 37% of Americans reported serving as a designated driver, and alcohol-related traffic fatalities had dropped by 30% within six years of the campaign’s launch.
Why It Worked
The campaign succeeded because it understood human behaviour. Instead of a negative message like “Don’t drink and drive,” it promoted a positive action: “Be the designated driver – the life of the party.”
It also harnessed the power of storytelling. Entertainment doesn’t just reflect culture – it shapes it. When viewers see beloved characters embrace a behaviour, it becomes aspirational and attainable.
This carefully crafted campaign not only reduced fatalities but also reshaped societal norms around responsible drinking. It remains a shining example of how subtle, thoughtful messaging can drive meaningful change.
If you think you might need a behaviour change campaign in your organisation, you can use Drama for Change. My methodology uses storytelling to engage people, inspire discussion, and create lasting impact – whether it’s fostering inclusion, promoting compliance, or embedding company values.
Let’s talk about how drama can drive change for you. Book a session here: calendly.com/tom-hickmore
Wishing you a joyful and safe Christmas, Tom Hickmore Creator of Drama for Change
