Using ambient communication to reduce drink-driving: Public health andshocking images in public spaces

Abstract

Brand communication specialists are paying increasing attention to new unconventional methods of communicating messages. One such method is ambient communication; a complex form of communication that uses elements of public spaces to convey messages designed to increase customer engagement in corporate objectives. Health communication experts agree that these methods are potentially capable of increasing both an individual's engagement with health communication and the chances that preventive information become part of peers’ discourses. However little research has been done to assess the condition under which these new, alternative methods can effectively communicate health promotion messages. This article is based on the preliminary results of a qualitative study aimed at assessing the effectiveness conditions of ambient communication to prevent unsafe practices. The study considers an ambient initiative recently promoted in Brescia (Italy) by the public institutions to reduce drink-driving by young people. It is important to study the influence of the actual risk context on the effectiveness of a health preventive message. Although the findings of the study indicate the potential ability of ambient communication to sensitise young people towards safe conducts. However, the communication actually had little impact on perceptions of the dangers of drink-driving. To be more effective preventive ambient communication needs to be both part of a more complex and articulated communication mix and designed according to a deep and ecological understanding of real social contexts especially the ways in which young people use public spaces.

Keywords:

• risk
• risk communication
• health promotion
• drink-driving
• ambient communication
• non-conventional communication
• qualitative research

Acknowledgments

We thank Miss Monica Quadrio for her precious collaboration in data collection and coding and Dr. Pierpaolo Borelli for facilitating the access to the research field.

Notes

1. Edutainment is a form of entertainment designed to educate as well as to amuse. Several edutainment initiatives have been developed across the world to prevent health risks (seefor instance among the most recent: Hong et al. 2010, Rispel et al. 2010).

2. See recent international events related to innovation in social communication held inFlorence, such as ‘Ad Spot Award’, the International Festival of Social, Institutional and Business Communication, held in October 2009, or the event ‘Guerrilla and Unconventional Advertising: New Tools for Social Communication’, hosted during an international exhibition of social communication campaigns in Tuscany in November 2009.

3. For a review of recent ambient communication campaigns in the social, environmental and health care sectors, see http://campagnesociali.wordpress.com/category/guerrilla-marketing/, http://weburbanist.com/2008/06/17/guerrilla-marketing-for-social-causes/, http://disruption.splinder.com.

4. A random walk technique is allowed in Italy for qualitative research purposes, as discussed in Graffigna et al. 2009.

5. Words in italics are direct citations of words used by the interviewees at the scene.

6. The Italian regulation regarding viability and road security provides various sanctions for driving after drinking over the allowed limits, included the withdrawal of the driver's licence (see law Aug 1 2002, n.168). http://www.patente.it/normativa/legge-01-08-2002-n-168-sicurezza-circolazione-stradale

7. The itinerant ambient installation was moved to another city at the end of its exposure period in Arnaldo Square.