The ‘Is This One?’ campaign approach has achieved very promising results as a large proportion of the target group stated they had seen and recalled the campaign material and had also made an effort to improve their own drink driving behaviour. The campaign approach also led to a significant increase in the extent to which the target group believed New Zealand police undertake unmarked, mobile drink driving enforcement in their area. These findings co-relate with relevant road crash statistics which indicate that drink driving related crashes had reduced more in areas where the campaign has run, compared to areas where it hadn’t run. It is probable that the dual marketing/enforcement approach achieved greater gains than those which could be expected through one of the strands in isolation and is therefore a sound method of reaching a target group in order to motivate a change in attitudes and beliefs. It is hoped that this will, in turn, lead to positive changes in behaviour, resulting in a reduction in unnecessary trauma and suffering. (a) For the covering entry of this conference, please see ITRD abstract no. E214057. Printed volume contains peer-reviewed papers. CD-ROM contains submitted papers.
Abstract