Anti-drink driving - 'Shame' campaign
Dawn Reid, Pamela Baird, Julie Anne Bailie and David Lyle
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 Belfast | Authors: Dawn Reid, Pamela Baird, Julie Anne Bailie and David Lyle |
SILVER
AWARD
'Shame'
AntiDrink Driving
The
Department of the
Environment Northern
Ireland
THE
CONTEXT
Northern
Ireland has the
highest levels of road
traffic...
