Northern Ireland Road Safety: The longer term effects of road safety advertising - IPA Effectiveness Awards Case Study 2004

Brief Description: How a nine-year investment of £8.68m in road safety advertising made a leading contribution to a £704m economic payback - plus 2774 lives saved from death or serious injury on the roads of Northern Ireland, despite a 33% growth in licensed vehicles. Evidence from extensive research surveys isolates the advertising effect and proves that the advertising was massively influential in impacting on attitudes and behaviour and reducing road carnage by 42% per 10,000 licensed vehicles ;---(TAGS)--- Full Title: The longer term effects of road safety advertising ; Number: 2004/13 ; Brand Name: Dept of Environment Northern Ireland - Road Safety ; Client: Department Of The Environment, Northern Ireland ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: Lylebailie International ; Author: David Lyle, Julie Anne Bailie, Dawn Reid, Pauline Kerr, Robert Lyle ;