Department of the Environment (Northern Ireland) - Road Safety: The longer term effects of anti drink-driving advertising

This paper examines the long-term effects of anti drink-driving advertising, between 1995 and 2006. The message for this campaign 'Never Ever Drink and Drive' meant that the advertising was asking the public to go beyond the legal obligation. Ninety percent of the target audience agreed they were influenced by the campaign. There was a 35% reduction in deaths due to driver alcohol weighted against licensed vehicles and an 11-year saving of £181.7m, for a cumulative advertising investment of £4.850m. Furthermore, 398 people are alive today in Northern Ireland who would have been killed and seriously injured by driver alcohol if pre-campaign trends had continued