It is estimated that 45 percent of all drivers killed on Canadian roads have blood alcohol concentrations in excess of the legal limit of .08 percent. Similar statistics have been obtained from U.S. sources. Most attempts to reduce the incidence of driving while intoxicated (DWI) have been based on countermeasures applied after the drinking driver has been detected, charged, and convicted. To reach the large sector of the drinking and driving population that has not been caught, however, both primary and secondary intervention strategies are needed. Both strategies rest on the concept of general deterrence. Deterrence effectiveness, in turn, appears to depend on public understanding and support of legal controls for DWI and on enforcement practices. For example, the Alberta Check Stop Program (Canada), made police enforcement of DWI laws a highly visible activity and was accompanied by an informational program. On the other hand, it has been argued that a policy of occasional reinforcement might be better than applying a constant level of effort against the drinking driver. It is concluded that an educational campaign about the effects of drinking and driving combined with increased police enforcement are needed. In addition, strategies of general deterrence and secondary intervention should be a first priority. About 40 references are included.