The County Council Administration for Northern Jutland in Denmark has carried out two campaigns against drunken driving amongst young driver. Both campaigns were based on direct mail to the young people. The first campaign started on the 27th of April 1988. On this date 28,000 young people in Northern Jutland - all from 17 to 19 years of age and some of the 16 and 20 year olds - received a personal letter from the county. The letter included a tape with music especially composed by a famous Danish popgroup. The lyrics in the song established that drinking and driving is a bad mixture. Later an analysing institute made a survey of how the young people had received the campaign. The analysis showed, that amongst the young analysis showed, that amongst the young people, who had received a personal letter, 91% had listened to the music, 70% had discussed the campaign with others and only 4% did not like the campaign. The second campaign started on the 26th of April 1989 when the same group of young people received another personal letter with a new music tape, a pool coupon and a poster with a beautiful girl pointing a gun at you saying "Freeze - drunk driving won't get you there".
Abstract