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SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN
CHAPTER NINE: CONCLUSIONS
9.1 The research findings show that the festive drink driving campaign 2003/2004 achieved its aims to some extent.
9.2 First, the communication has generated awareness of the subject of drink driving per se; just over half (54%) of all survey respondents reported they definitely remembered seeing or hearing something on this topic.
9.3 In addition, the findings suggest that there has been some engagement with the campaign as it generated recall of both the media used and the specific content. In particular, prompted media recall was highest for advertising on television (45%), press (23%), and radio (21%). Content recall was highest for 'Don't risk drinking and driving' (52%), 'You could kill someone if you drink and drive' (45%), and 'You have too much to lose if you drink and drive' (40%). This communication out-take reflects some of the messages contained in the different strands of the campaign.
9.4 Logically, recall for both the media and the elements of the content tended to be higher amongst those who claimed they were definitely aware of the communication subject as a whole, showing that individuals have engaged with the campaign.
9.5 Positively, the most prevalent message perceived was 'You shouldn't drink and drive', which was recalled by around three quarters (76%) of those who remembered seeing or hearing something related to drink driving.
9.6 Prompted recognition of specific imagery was not particularly high, and the logo 'Drink driving, you have too much to lose' received the highest level at 23%. Amongst those who recognised the imagery, the key messages being taken from the material related to elements of 'Don't risk it', 'Wheel of Misfortune' and 'Who's watching'.
9.7 Radio commercials generated higher awareness amongst 17 - 29 year olds at 31% compared to 20% for the sample as a whole. As with other findings the key messages for radio related to 'risks' and 'dangers' of drinking and driving.
9.8 Thus the festive 2003/2004 drink driving campaign has raised awareness and understanding of the risks and consequences of drinking and driving.
9.9 A core objective of the campaign was to influence attitudes and behaviour on drink driving. Encouragingly the majority of respondents agreed that the campaign would make people think about the risks which potentially could happen if they adopted this behaviour. There was also agreement with the statement 'It would make people think more about drinking anything at all and driving'. Furthermore, two thirds believed the communication would deter drinking and driving behaviour, as well as result in people reporting individuals who drink and drive when perceived to be over the limit.
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