Paul F. Gavaghan, 74, who developed social responsibility programs for the liquor industry and helped create the "friends don't let friends drive drunk" advertising campaign, died of a heart ailment Nov. 5 at his home in Chevy Chase.

He retired in 1991 after 16 years in Washington as vice president of research and education at the Distilled Spirits Council. While working for a predecessor of the council, the Licensed Beverage Information Council, he also created the "know your limits" educational campaign, which distributed information cards on alcohol consumption to motorists.

Mr. Gavaghan was born in East Boston, Mass. He was a graduate of Georgetown University, and received a master's degree in English from Catholic University. He served in the Army during World War II.

He began his career after the war at General Electric, where he was a press relations supervisor and senior editor in New York. He later was a public relations director with Metropolitan Life Insurance Co. and an assistant vice president of First National City Bank.

He served on the board of the American Council on Alcoholism and was chair of the Alliance for Traffic Safety. He also taught a public policy course at Trinity College in Washington.

Mr. Gavaghan was a member of the National Press Club, Holy Redeemer Catholic Church in Kensington, the U.S. Commission on Military History and the American Public Health Association.

He was president of the board of LEAP Inc. (Life Experience Activities Program), a Silver Spring organization that helps adults with disabilities make the transition into the workplace, and president of the Catholic Institute of the Press. He reviewed Irish literature for America magazine.

Mr. Gavaghan's interests included military miniatures, which he researched and painted. His collection is displayed in the library of The Citadel. He was author of "The Cutting Edge: Military History of Antiquity and Early Feudal Times."

His honors included the Distinguished Service Award of the American Council on Alcoholism.

Survivors include his wife of 46 years, Jane Anne Gavaghan of Chevy Chase; four daughters, Anne Gavaghan Cantrel and Martha Gavaghan, both of Chevy Chase, Maureen Gavaghan of Columbia and Patricia Gavaghan of Mechanicsburg, Pa.; a sister; and five grandchildren.