Exploring the effects of a road safety advertising campaign on the perceptions and intentions of the target and nontarget audiences to drink and drive.

Author(s)
Tay, R.
Year
Abstract

This commentary explores the efficacy of a road safety advertising campaign in changing drivers' perceptions and intentions to drink and drive. Using data collected via a survey on a sample of students at Lincoln University in New Zealand in October 1999, this study found that the campaign appeared to be successful in increasing the perceived apprehension and crash risks associated with drunk driving and decreasing the intentions of the drivers to drink and drive. However, contrary to expectation, the campaign did not elicit a stronger change in the target audience relative to the nontarget audience. There was partial evidence to support the publicity campaign, but some refinements could be made to increase its efficacy among the target audience. In particular, the level of fear arousal should be moderated and the audience should be provided with effective and viable coping strategies to address the threat associated with drunk driving. (Author/publisher)

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Publication

Library number
C 23353 [electronic version only] /83 / ITRD E115518
Source

Traffic Injury Prevention, Vol. 3 (2002), No. 3 (September), p. 195-200, 30 ref.

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.