How to design and implement a drinking and driving programme pdf ...

Module 3: How to design and implement a drinking and driving programme
1. Diagnostic testing
The first step in developing campaign messages is to assemble a small group of individuals
representing your main target group. Ideally these individuals will have been
charged with a drinking and driving offence. The goal of discussions is to:
• identify and understand why these individuals drink and drive (e.g. they don’t
understand the road safety risks involved, they are not familiar with the effect of alcohol
on their ability to drive safely, they don’t think they will be caught);
• understand the motivations that might be used to change the alcohol consumption
and driving behaviour of the target group;
2. Develop campaign messages and materials
On the basis of the information you receive from the diagnostic testing with your
target group, a range of messages and campaign materials are developed to encourage
a change in thinking and behaviour in relation to drinking and driving (e.g.
don’t drink and drive – your family is waiting for you at home). Preparation of these
products is commonly undertaken by advertising agencies contracted by the road
safety authorities.
The draft campaign messages and materials should then be tested with small groups
of individuals representing the target group by an independent market research
agency contracted for this purpose. The agency that created the materials must not be
allowed to market-test their own materials – they are unlikely to be self critical. The purpose
of testing the materials is to determine the most effective message and method
for communicating to the target group, and changing their perception and behaviour
in relation to drinking and driving.
3.4.2 Getting the campaign message to the target audience
The messages and materials you develop for the campaign can be publicised and disseminated
through a wide variety of media that your diagnostic research shows will
be most effective in reaching the target audience.
Road safety publicity includes a range of activities designed to inform, advise,
encourage and persuade the target audience to undertake a particular behaviour. A
publicity campaign itself is made up of a range of individual activities, one of which
is usually advertising.
Road safety advertising is usually the most visible part of a campaign, and often is
mistaken for the whole campaign itself. A typical campaign could incorporate the
components outlined in Table 3.8. A campaign that is undertaken only once – even if
it includes dedicated enforcement – will not have a long-term sustainable impact on
reducing drinking and driving; regular enforcement accompanied by a repitition of
the key messages is needed.
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