Anti-drink driving - 'Shame' campaign

This silver-winning paper demonstrates how ‘Shame’ the anti–driving campaign contributed to 97% awareness, with 75% being ‘very influenced’ by it; a 68% improvement in zero alcohol safe driving perceptions; a 35% decline in the acceptability of driving after ONE drink among the target audience; an improvement in the perception that drink driving is ‘extremely shameful’, increased to 97%; the target audience were responsible for 13.5% fewer deaths in 2001 compared to 2000.
Agency: McCann-Erickson BelfastAuthors: Dawn Reid, Pamela Baird, Julie Anne Bailie and David Lyle


'Shame' AntiDrink Driving

The Department of the Environment Northern Ireland


Northern Ireland has the highest levels of road traffic...