Exploring the Effects of a Road Safety Advertising Campaign on the Perceptions and Intentions of the Target and Nontarget Audiences to Drink and Drive

This commentary explores the efficacy of a road safety advertising campaign in changing drivers' perceptions and intentions to drink and drive. Using data collected via a survey on a sample of students at Lincoln University in New Zealand in October 1999, this study found that the campaign appeared to be successful in increasing the perceived apprehension and crash risks associated with drunk driving and decreasing the intentions of the drivers to drink and drive. However, contrary to expectation, the campaign did not elicit a stronger change in the target audience relative to the nontarget audience. There was partial evidence to support the publicity campaign, but some refinements could be made to increase its efficacy among the target audience. In particular, the level of fear arousal should be moderated and the audience should be provided with effective and viable coping strategies to address the threat associated with drunk driving.

Keywords:

• Advertising Campaign
• Behavioral Intentions
• Drunk Driving
• Perceived Risks
• Road Safety