From 1986 to 1991 a mass-media publicity campaign was mounted by the Dutch Road Safety Organisation (VVN), aimed at reducing the incidence of drink-driving. The campaign was evaluated using a postal questionnaire survey and behaviour observation. The questionnaire was sent to the target group, young male drivers aged 18-25 years. It contained items about alcohol usage in general as well as about the use of alcohol before driving. The central part of the evaluation research was the analysis of the so-called Fishbein- and Ajzen model of reasoned action. Repeated measurements were carried out to establish possible changes within the same group over the period from 1986 to 1991. In addition, both before and after the campaign, a new sample was selected every year to control for unintended panel effects. The behaviour observations took place every year near bars, discotheques and sports centres. The evaluation study showed that the campaign messages are recognized by the vast majority of respondents. Both the results of the questionnaire and the behaviour observations indicated a decrease in the use of alcohol before driving. Analysis of the Fishbein- and Ajzen model showed an increasingly negative attitude towards drink-driving, compared to the pre-campaign measurement. (A)
Abstract