Robert Lyle
Media Director at LyleBailie International
Belfast, United Kingdom
TitleShame
Agency
Campaign Shame' Anti-Drink Driving - Department of the Environment
Advertiser Department of the Environment Northern Ireland
Brand DOE
PostedNovember 2002
Product Anti-Drink Driving
Business Sector Road Safety
Result 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.
Media Type Television
Length
Market United Kingdom
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