THE DEVELOPMENT AND ASSESSMENT OF A DRINK-DRIVING CAMPAIGN: A CASE STUDY

In January 1979 the Office of Road Safety, Department of Transport, Australia, commissioned BJ Elliott and Associates to develop approaches to drink-driving publicity. In October that year, a detailed interim report (Elliott and 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 aimed at the "associate" of the drink- driver, and also in attempting a positive modelling approach, rather than highlighting the negative consequences of the undesirable 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 pilot "Cronin" campaign. (Author/TRRL)

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/10321470
• Corporate Authors:

  Australian Office of Road Safety

  P.O. Box 594
  Civic Square, A.C.T.,   Australia 
• Authors:
  • Elliott, B
  • South, D
• Publication Date: 1985

Media Info

• Features: Figures; Photos; References; Tables;
• Pagination: 155 p.
• Serial:
  • Publication of: Australian Office of Road Safety
  • Publisher: Australian Office of Road Safety
  • ISSN: 1032-1470

Subject/Index Terms

• TRT Terms: Advertising; Age; Before and after studies; Communications; Drivers; Drunk drivers; Drunk driving; Mass media; Mathematical models; Newspapers; Public relations; Publicity; Radio; Television
• Uncontrolled Terms: Driver age; Models
• Subject Areas: Highways; Safety and Human Factors;

Filing Info

• Accession Number: 00462548
• Record Type: Publication
• Source Agency: ARRB
• Files: ITRD, TRIS, ATRI
• Created Date: Feb 28 1987 12:00AM