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 BelfastAuthors: 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 fatalities and injuries in the UK as shown in Figure 1. The problem costs the economy of Northern Ireland around 450 million a year, as shown in Table 1.

TABLE 1: ECONOMIC COST OF ROAD CASUALTIES

Number

Value per casualty

Total m...

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