Effectiveness of the anti-drink driving advertising campaign in New Zealand

摘要

In an effort to reduce the road fatalities, the Land Transport Safety Authority(LTAS)of New Zealand Initiated a hard-hitting anti-drink driving advertisting Campaigns in October 1995 that attracted Considerable public debate. Leading critics were Macpherson and Lewis(1996, 1998)who found little On 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.