ASAP'S GOAL WAS TO REDUCE ALCOHOL-RELATED TRAFFIC ACCIDENTS. AMONG THE GOALS OF THE PUBLIC INFORMATION AND EDUCATION EFFORTS WERE CREATING PUBLIC AWARENESS AND CONCERN FOR THE DRUNK DRIVING PROBLEM, GENERATING COMMUNITY GROUP SUPPORT FOR ASAP COUNTERMEASURES, FOSTERING RESPONSIBLE ATTITUDES TOWARD DRIVING AFTER DRINKING, AND PERSUADING PEOPLE TO PREVENT POTENTIAL DRUNK DRIVING. MATERIALS DEVELOPED INCLUDED BROCHURES, POSTERS, MEDIA ADVERTISEMENTS, AUDIOVISUAL PRESENTATIONS, AND DISPLAYS. EIGHT TELEPHONE AND PERSONAL SURVEYS OF THE GENERAL PUBLIC AND SPECIFIC TARGET GROUPS WERE USED TO EVALUATE THE EFFECT OF THOSE ACTIVITIES. FOUR HOUSEHOLD SURVEYS OF PERSONS OVER AGE 16 INDICATED THAT THE PROGRAM HAD SUCCESSFULLY WEAKENED SEVERAL MYTHS ASSOCIATED WITH DRINKING AND DRIVING AND HAD INCREASED PUBLIC SUPPORT FOR ASAP COUNTERMEASURES. TWO TELEPHONE POLLS INDICATED THAT OVER THREE-FIFTHS OF THOSE SEEING ADVERTISEMENTS WERE MORE LIKELY THAN BEFORE TO TAKE STEPS TO PREVENT A DRUNK PERSON FROM DRIVING. A SURVEY ON THE EFFECTIVENESS OF A 1975 HOLIDAY INFORMATION CAMPAIGN SHOWED THAT MOST OF THE 900 RESPONDENTS WERE AWARE OF THE CAMPAIGN AND SAID THEY WERE MORE LIKELY TO INTERVENE TO PREVENT DRUNK DRIVING THAN IN THE PAST. TELEVISION WAS THE MOST EFFECTIVE ADVERTISING MEDIUM. PEOPLE FROM MIDDLE-CLASS CENSUS TRACTS WERE MORE EFFECTIVELY REACHED THAN THOSE FROM OTHER CENSUS TRACTS. A HIGH SCHOOL SURVEY (1,404 RESPONSES) SHOWED SOME IGNORANCE ABOUT ALCOHOL'S EFFECTS BUT OVERWHELMING SUPPORT FOR STOPPING DRUNK DRIVERS. ADDITIONAL RESULTS, FOOTNOTES, FIGURES, TABLES, A REFERENCE LIST, AND EXTENSIVE APPENDIXES PRESENTING CASE HISTORIES, PROGRAM EXHIBITS, AND A LIST OF ABBREVIATIONS USED ARE INCLUDED. (CFW)