Title | Shame |
Agency | LyleBailie International |
Campaign | Shame' Anti-Drink Driving - Department of the Environment |
Advertiser | Department of the Environment Northern Ireland |
Brand | DOE |
Posted | November 2002 |
Product | Anti-Drink Driving |
Business Sector | Road Safety |
Result | This paper demonstrates how Shame the antidriving 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 |
Creative Director | David Lyle |
Creative Director | Julie Bailie |
Art Director | Julie Bailie |
Copywriter | Julie Bailie |
Copywriter | David Lyle |
Director | Syd Macartney |
Advertising Manager | Jim Rankin |
Executive Creative Director | David Lyle |
Chief Executive | David Lyle |
Advertising Psychologist | Dawn Reid |
Executive Creative Director | Julie Bailie |
Media Director | Robert Lyle |
Advertising Manager | Wesley Shannon |