Research in recent years emphasises the importance of target group analysis and of message strategies. It is also pointed out that the combination of different measures, e.g. media campaigns, interpersonal communication, enforcements and education have better effects than each of them alone. In 1998 the National Board of Road Safety in Sweden initiated a media campaign to illuminate the drink-driving problem. The aim was to point out the connection between drunken driving and alcoholism. The target group was young road users in the age between 16 and 25 years. The evaluation shows that there are only small effects of the campaign. The negative attitude against drink-driving was the same after the campaign and there were only small or no differences in self reported behaviour. Nevertheless, one positive result shows that more respondents after the campaign than before would intervene in cases where friends intended to drink and drive. A reason for the small effects can be the lack of a thorough analysis of the target group and therefore were the messages constructed too broad. In this paper the results from the Swedish campaign are discussed in the light of recent years theoretical foundations about how drink-driving campaigns must be planned to reach the aim; to decrease the alcohol-related accidents on the roads.
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