Project Green-Yellow-Red (A Social Marketing Initiative to Reduce Impaired Motorcycle Operation)

This report discusses the implementation and evaluation of a community-based social marketing initiative conducted in Dane and Jefferson Counties, Wisconsin, to educate motorcycle riders about the dangers associated with operating a motorcycle under the influence of alcohol.  As part of this initiative, a coalition of tavern and restaurant owners, law enforcement officials, local businesses, members of the motorcycle riding community, community activists was formed to reduce the incidence of drinking and riding.  This report describes the program and its operation, and compares data with other counties in Wisconsin where the program was not implemented.