EFFECTIVENESS OF THE ANTI-DRINK DRIVING ADVERTISING CAMPAIGN IN NEW ZEALAND

In an effort to reduce the road fatalities, the Land Transport Safety Authority (LTSA) of New Zealand initiated a hard-hitting anti-drink driving advertising campaign in October 1995 that attracted considerable public debate. Leading critics were Macpherson and Lewis, who found little or no evidence to suggest that the campaign changed drink-driving behaviour in New Zealand. Based on their results, Rotfeld concluded that the advertising campaign was misplaced. Using the same data, however, this study finds a significant reduction in drink-driving behaviour that maybe attributed to the advertising campaign. (a)

Language

  • English

Media Info

  • Features: References;
  • Pagination: p. 3-15
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00796417
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Aug 2 2000 12:00AM