Figure 1
Actual Gender Norms versus Young Adult Perceptions of Gender Norms, bar chart, shows percent who drove within one hour after drinking 2+ drinks in the past month, y-scale - 0%-60%, x-scale - males, females, data - actual male behavior, young adult perception of males, actual female behavior, young adult perception of females

Figure 2
Western Counties Selected For Experimental Intensive Media Intervention, Montana State map showing counties, western counties are shaded blue to indicate selection, counties are: Flathead, Sanders, Lake, Mineral, Missoula, Ravalli, Granite, Powell, Deer Lodge, Silver Bow, Jefferson, Broadwater, Gallatin, Madison, Beaverhead

Figure 3
Most Of Us Prevent Drinking and Driving Campaign Posters, images of 2 posters, figure 3a shows young adults in bar booth, caption reads "Most Montana young adults (4 out of 5) don't drink and drive", figure 3 b shows western skyline with caption "Most Montana young adults (88%) don't drink and drive"

Figure 4
Intervention, Buffer and Control Counties, Montana State map, western counties are shaded light blue to indicate selection, counties are: Flathead, Sanders, Lake, Mineral, Missoula, Ravalli, Granite, Powell, Deer Lodge, Silver Bow, Jefferson, Broadwater, Gallatin, Madison, Beaverhead, control counties are: Blaine, Phillips, Valley, Daniels, Sheridan, Fergus, Petroleum, Garfield, McCone, Richland, Dawson, Golden Valley, Musselshell, Rosebud, Custer, Prairie, Wibaux, Fallon, Stillwater, Yellowstone, Carbo, Bighorn, Treasure, Powder River, Carter, rest are buffer counties

Figure 5
Percent Recalling Social Norms Message About Drinking as the Main Message From Media (compared to recalling other or no message), line chart, y-scale - 0-80, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Buffer Counties, Control Counties: Low Norm Dosage

Figure 6
Percent Recalling Any Social Norms Message About Drinking in Last 12 Months (Including Prompting with Examples if No Voluntary Recall), line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage

Figure 7
Percent Thinking the Average Montanan Their Age Has Driven within One Hour of Consuming Two or More Drinks in the Past Month), line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage

Figure 8
Percent Perceiving Majority of Same Age Montanans Almost Always Have a Designated Non-Drinking Driver with Them When Drinking and Will Be Riding in a Car Later, line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage

Figure 9
Percent Driving After Having Two or More Drinks Within the Hour in Past Month, line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage

Figure 10
Percent Reporting They Always ("100 percent of the time") Make Sure They Have a Designated Non-Drinking Driver Before They Consume Alcohol If They Will Be Riding in a Car Later, line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage

Figure 11
Percent Supporting Changing BAC Legal Limit for Driving to .08, line chart, y-scale - 0-45, x-scale - Survey Time Points ( Nov-01 baseline, Nov-02, Mar-03, Jun-04), data - Intervention Counties: High Norm Dosage, Control Counties: Low Norm Dosage