Penalty Points: How Advertising Drove the Point Home

Julie Anne Bailie and David Lyle

The penalty points campaign set out to make drivers aware of the introduction of Penalty Points to Northern Ireland.
Agency:Authors: Julie Anne Bailie and David Lyle

Penalty Points How Adverting Drove the Point Home:

The Introduction of Penalty Points to Northern Ireland

Problem

Northern Irelands road traffic casualties are the worst in the United Kingdom. In 1994, road deaths per 100,000 population were 6.5in GB and 9.6 in Northern Ireland (Source: International Comparison of Transport Statistics). The government is committed to a range of Engineering, Enforcement and Education measures with the objective of reducing road deaths and serious injuries by one third, by the end of the year 2000 (compared to the baseline average of...

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