At the encouragement of the SPH, television shows will also focus on themes of alcohol abuse and designated driving over the next month.

The first of these shows, "Becker," which aired last night on CBS, emphasized the dangers of driving drunk and the importance of designated drivers.

"It's a time of greater than normal dangers from alcohol consumption," said Harvey C. Dzodin, vice president for commercial standards at ABC, which is also airing shows with similar themes. "We're are supposed to act in the public interest, which we do."

Other companies, such as Anheuser-Busch, are airing commercials promoting responsible drinking and designated drivers, according to Francine I. Katz, vice president of consumer affairs for Anheuser-Busch.

"We believe that fighting abuse is good for business. Any kind of abuse of the products we make has negative impact on business," Katz said.

"There is also a personal reason. We are all members of society like everyone else and we care about these issues too," Katz added. "When I get on the road with my family, I don't want drunk drivers out there either."

The Center for Health Communication is devoted to using the media to influence positively public behavior and has successfully worked with Hollywood since the 1980s to prevent drunk driving, according to Winsten.