Almost every year a mass-media publicity campaign is organised by the Dutch Road Safety Organisation (VVN), aiming at a reduction of the incidence of drink - driving. From 1986 to 1991 the campaigns are evaluated using a postal questionnaire survey. It is send to the target group, the young male driver aged 18 - 25 year. In this report the publicity campaign from 1990 to 1991 is evaluated. The developments of the past five years are also presented. The central part of the evaluation research is the analysis of the so-called Fishbein and Ajzenmodel of reasoned action. The evaluation study shows that the campaign messages are recognized by the vast majority of respondents. The most important sources important sources of information are the national media and posters by the roadside. The results of the questionnaire indicate a significant decrease in the self-reported use of alcohol before driving. Analysis of the Fishbein and Ajzenmodel shows an increasingly negative attitude towards drink-driving, compared to the pre-campaign measurement. (A)
Abstract