Agency: Lyle Bailie |
Department of the Environment (Northern Ireland) – Anti drink-drive campaign
BACKGROUND
What happens when advertising has to persuade people to do more than their strict legal obligations in order to save lives?
And can such an advertising position be sustained over a decade?
This case study examines the longer term effects of anti drink-driving advertising, focusing on the campaign in Northern Ireland, during the period 1995 to January 2006. This is the first time a case study has isolated anti drink-driving advertising over a prolonged period of eleven years and tracked the cumulative effect of...