The ‘Morning After’ campaign was evaluated using an experimental research design with 40 participants. Posters and website material (‘Morning After’ vs. control stimuli) were explored using eye tracking equipment on the number of fixations, average fixation duration, and total viewing time of the material. Participants were also asked to undertake a masked recall test, and to provide a ranking of preference of the posters and content of the websites. The present study has demonstrated that the ‘Morning After’ campaign materials have considerable potential for changing public views on drinking alcohol and then driving the following morning. The results indicate that the participants attended to and read the posters and websites in detail. The campaign message has been shown to be easily understood and remembered, which implies that the ‘Morning After’ campaign will raise awareness to the public and encourage them to adopt more positive driving behaviour. This is supported by participants’ opinions on the likelihood of a change in drivers’ and passengers’ behaviour as a result of the campaign. Most individuals reported positive attitudes towards the campaign, and agreed that there is a substantial need for educational campaigns on drinking alcohol and then driving the following morning, especially given that the majority of the participants seem to know very little about alcohol metabolism and how long it takes before an individual is safe to drive. It is recommended that: • To continue using website and posters for future the anti-drink drive campaigns; • To provide more information on alcohol metabolism and negative consequences of drinking alcohol and then driving the morning after.; and • To consider the negative message framing method for the posters. (Author/publisher)
Abstract