In France a new BAC limit was put in force in July 1994 (0.7 g per l of blood against 0.8 previously). Such a change has been the opportunity for a very large communication campaign (US$5 million) on television, radio and posting-up along roads, on the theme: "Don't let alcohol take the wheel". That campaign was adapted to the different days of the week and different possible periods of alcohol consumption, through particular messages. On radio, 67 different messages were thus conceived. As for posting, four different bills were launched. It is the first example of a communication campaign with bearers so numerous and adapting themselves to all situations. Assessment of the impacts of that campaign showed of that campaign showed a significant decrease in the number of killed and injured due to drinking and driving during the months which followed. (A)
Samenvatting