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EFFECTIVENESS OF THE ANTI-DRINK DRIVING ADVERTISING CAMPAIGN IN NEW ZEALAND

Richard Tay

Open publisher page 59 citations

Abstract

In an effort to reduce the road fatalities, the Land Transport Safety Authority (LTSA) of New Zealand initiated a hard-hitting anti-drink driving advertising campaigns in October 1995 that attracted considerable public debate. Leading critics were Macpherson and Lewis (1996, 1998) who found little or no evidence to suggest that the campaign changed drink-driving behaviour in New Zealand. Based on their results, Rotfeld (1999) concluded that the advertising campaign was misplaced. Using the same data, however, this study finds a significant reduction in drink-driving behaviour that may be attributed to the advertising campaign. Language: en

About this research paper

What this paper is about

In an effort to reduce the road fatalities, the Land Transport Safety Authority (LTSA) of New Zealand initiated a hard-hitting anti-drink driving advertising campaigns in October 1995 that attracted considerable public debate. Leading critics were Macpherson and Lewis (1996, 1998) who found little or no evidence to suggest that the campaign changed drink-driving behaviour in New Zealand. Based on their results, Rotfeld (1999) concluded that the advertising campaign was misplaced. Using the same data, however, this study finds a significant reduction in drink-driving behaviour that may be attributed to the advertising campaign. Language: en

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OpenAlex reports 59 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

In an effort to reduce the road fatalities, the Land Transport Safety Authority (LTSA) of New Zealand initiated a hard-hitting anti-drink driving advertising campaigns in October 1995 that attracted considerable public debate. Leading critics were Macpherson and Lewis (1996, 1998) who found little or no evidence to suggest that the campaign changed drink-driving behaviour in New Zealand. Based on their results, Rotfeld (1999) concluded that the advertising campaign was misplaced. Using the same data, however, this study finds a significant reduction in drink-driving behaviour that may be attributed to the advertising campaign. Language: en

Key concepts: Advertising, Advertising campaign, Injury prevention, Poison control, Suicide prevention, Human factors and ergonomics, Business, Engineering

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