Don’t Drink and Drive: Assessing the Effectiveness of Anti-Drinking Campaigns - Lesson Lesson Plan

Level(s): Grades 9 to 11

Author: MediaSmarts

Production of this lesson has been made possible through a financial contribution from Health Canada.


In this lesson, students explore a variety of anti-drinking and alcohol awareness campaigns in order to determine their effectiveness. Students will deconstruct the different approaches that have been used by various organizations to reach teens and young adults and will debate those techniques that are most likely to resonate with youth. In a summative activity, groups of students create and implement an alcohol awareness campaign for students.

Learning Outcomes

Students will demonstrate

an understanding of:

  • the significance of public awareness campaigns in influencing public opinion on important issues
  • the importance of focus testing in the research process
  • the planning, implementation and assessment of focus groups
  • the different types of messages about alcohol consumption that are promoted in public awareness messaging by various groups
  • the consequences associated with drinking

an awareness of:

  • the process by which public awareness campaigns are developed

This lesson and all associated documents (handouts, overheads, backgrounders) is available in an easy-print, pdf kit version.