Title: Drink drive: 30 years of communication
Organisation: Department for Transport
Date uploaded: 25th November 2014
Date published/launched: November 2014
This paper, which was prepared as an awards entry, comprises a review of 30 years of THINK! drink drive advertising campaigns.
It shows how communications changed drink driving behaviour during the period from 1979 to 2009 - how four successive periods of communication tackled drink driving attitudes, acceptability, denial and decisions.
It suggests this "relentless pursuit of potential drink drivers" saved almost 2,000 lives and prevented more than 10,000 serious injuries. It calculates that the value of this to society is £3bn and that for periods two, three and four of the campaign, every £1 spent on communications saved society £154, £12 and £38 respectively.
The paper provides lessons for people seeking to change behaviour over the long term.
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