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 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:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0644033398
• 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

• Features: Appendices; Figures; References; Tables;
• Pagination: 155 p.
• Serial:
  • Publication of: Elliott (BJ) and Associates
  • Publisher: Elliott (BJ) and Associates
  • ISSN: 0810-770X

Subject/Index Terms

• TRT Terms: Before and after studies; Case studies; Drunk drivers; Drunk driving; Evaluation; Mass media; Measures of effectiveness; Publicity; Safety
• Uncontrolled Terms: Deterrence; Effectiveness
• Subject Areas: Highways; Safety and Human Factors;

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