Department of Environment - Northern Ireland - Anti drink-driving: 'Shame' campaign - IPA Effectiveness Awards Case Study 2002

Brief Description: This paper demonstrates how 'Shame' the anti-driving campaign contributed to 97% awareness, with 75% being 'very influenced' by it; a 68% improvement in zero alcohol safe driving perceptions; a 35% decline in the acceptability of driving after ONE drink among the target audience; an improvement in the perception that drink driving is 'extremely shameful', increased to 97%; the target audience were responsible for 13.5% fewer deaths in 2001 compared to 2000. ;---(TAGS)--- Full Title: 'shame' anti-drink driving ; Number: 2002/39 ; Brand Name: Dept of Environment Northern Ireland - Drink Driving ; Client: Department Of The Environment, Northern Ireland ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: McCann Erickson Belfast ; Author: David Lyle, Julie Anne Bailie, Pamela Baird, Dawn Reid ;