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 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.

  • Availability:
  • Corporate Authors:

    Elliott (BJ) and Associates

    8 Berry Street
    North Sydney, New South Wales 2060,   Australia 

    Department of Transport, Australia

    Office of Road Safety, P.O. Box 594
    Canberra, A.C.T. 2601,   Australia 
  • Authors:
    • Elliott, B
    • South, D
  • Publication Date: 1983-5

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00495566
  • Record Type: Publication
  • Source Agency: National Highway Traffic Safety Administration
  • ISBN: 0-644-03339-8
  • Report/Paper Numbers: CR 26, HS-039 440
  • Files: HSL, TRIS, USDOT
  • Created Date: Jul 31 1990 12:00AM