This paper discusses some results of the evaluation of a campaign against drink-driving, conducted in Denmark in May and June 1991 among young people aged 17 to 20 years. The campaign aimed to persuade young people, mainly girls, to try to prevent drink-driving among other young people, especially boys. A leaflet "Prevent drink-driving" was sent to all girls and boys aged 17-20, described ways of preventing drink-driving, gave examples of successful prevention efforts, and contained much useful additional information. It was supplemented by cinema and television publicity and posters. A questionnaire was sent to a sample of 1300 boys and girls aged 17-20 in October and November 1991. 78% of the sample responded, about two thirds of the respondents had a car driving licence. 59% of the respondents had tried to prevent drink-driving by various methods after the campaign, including: dissuasion from drink-driving (68%), offering overnight accommodation (68%), trying to take the car keys (52%), and physically blocking passage (15%). About 70% of these attempts were successful. Only 2% of Danes aged 17-20 did not see the message at all, and over 50% saw it in at least three different media.
Abstract