The Development and Assessment of a Drink-driving Campaign
Author: Barry Elliott
Publisher:
Published: 1985
Total Pages: 160
ISBN-13:
DOWNLOAD EBOOKAlcohol education programmes. Drinking attitudes. Public information programs. Advertising. In January 1979 the Office of Road Safety, Department of Transport, Australia, commissioned B J Elliott and Associates to develop approaches to drink driving publicity. In October that year, a detailed interim report (Elliott & Peberdy) specified the options available and recommended a communications strategy. These options were based upon original research conducted by one of the authors in Tasmania, together with a thorough review of relevant existing literature and communication efforts from around the world. The strategy deviated from traditional approaches being at the 'associate' of the drink driver, and also in attempting a positive modelling approach, rather than highlighting the negative consequences of the undesireable behaviour. The target audience chosen was the associates of drink drivers, especially those over 30 years of age. Tasmania was chosen for the purpose of developing and assessing a pilot campaign involving television, radio, press, outdoor advertising and public relations activities. Evaluation of the pilot campaign involved a controlled field experiment, utilising before and after surveys of self reported drinking and drink driving behaviour in an experimental and control city, with a switch over experimental design. Positive results were obtained but some effects were not very sizeable in magnitude. The report concludes with a brief statement regarding the future use of the mass media as a result of the experience from the 'Cronin' campaign.