Penalty Points: How Advertising Drove the Point Home - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: The aim was to raise awareness of the introduction of penalty points to Northern Ireland. By using an informational message and edutainment strategy the campaign satirised types of unsafe drivers and prompted people to recognise themselves in the ads. The campaign resulted in the core message being clearly understood by 80% of drivers and achieved 84% prompted recall therefore achieving its awareness objectives. The TV advertising was cited as the main source of knowledge about the penalty points by 76% of motorists. In addition it successfully elicited substantial changes in reported attitudes and driving behaviour ;---(TAGS)--- Full Title: PENALTY POINTS - HOW ADVERTISING DROVE THE POINT HOME - THE INTRODUCTION OF PENALTY POINTS TO NORTHERN IRELAND ; Number: A1999/20 ; Brand Name: Dept of Environment Northern Ireland - Road Safety ; Client: Department Of The Environment For Northern Ireland ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: McCann Erickson Belfast ; Author: DAVID LYLE, JULIE ANNE BAILIE, DEBORAH JO ;