THE 1974 DRINKING AND DRIVING CAMPAIGN

The article contains a description of the campaign conducted by the New Zealand Ministry of Transport's advertising agency in conjunction with the Ministry's publicity section. The agency stressed the importance of offering an alternative to drinking and driving. One of the campaigns aims was to draw analogues of drunken driving with other crimes that aroused more social disapproval such as 'child molesting'. A TV film '479' was produced with the object of stimulating a public re-appraisal of attitudes to the problem. None of the press, radio and TV advance publicity gave any indication of the subject of the film. Results of the campaign showed that drinking and driving was a deeply seated social habit and would be hard to shift. The Young single male driver was the prime target group. There was widespread ignorance of the drinking and driving laws. The fact that public transport and taxis have become more popular indicates that the campaign rationale is on the right line. /TRRL/

  • Corporate Authors:

    Ministry of Transport

    Private Bag
    Wellington,   New Zealand 
  • Publication Date: 1975-12-19

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00138975
  • Record Type: Publication
  • Source Agency: Transport and Road Research Laboratory (TRRL)
  • Files: ITRD, TRIS
  • Created Date: Nov 3 1981 12:00AM