The program included newspaper advertisements, radio and television spots, posters, short films, and booklets. To evaluate the effectiveness of the campaign, pre/post data were collected on the percentage of drivers suspected of driving under the influence (DUI) involved in accidents (fatal or with personal injury); total alcohol consumption per 100,000 inhabitants; and a total number of DUI offenses per 100,000. In addition, mail surveys were conducted of random samples of the Swedish population to assess changes in knowledge, attitudes, and behaviors. None of these indicators showed any appreciable change over time, raising questions about why the program failed. It is argued that the campaign was not successful because, while the variables studied are of etiological significance, they are not easily influenced by the mere provision of information. Reasons why such campaigns continue to be mounted, despite their proven ineffectiveness, are suggested by organization theory. Appendix, 1 figure, 11 notes, and 16 references.