Monash University Accident Research Centre - Technical Report 002/98
Authors: M. Shtifelman, M. Cameron, K. Diamantopoulou
In November 1989, Grey Advertising was approached by the Transport
Accident Commission (TAC) to develop a campaign that would make road
safety a cut-through social issue. Their aim was to develop a style of
advertising that had the potential to provoke all drivers to actively
rethink their attitude towards drink-driving and speeding, regardless of
age or sex. Monash University Accident Research Centre (MUARC) obtained
comprehensive information about TAC campaigns from Grey Advertising
including details of the campaign names and themes, specific problem area
targeted, launch dates and television exposure by advertisement name and
week for the eight years 1990 to 1997.
The objectives of this study were:
- To investigate if half-lives of seven weeks for Melbourne and six
weeks for country Victoria for the Drink-Driving theme are still
valid, for the period November 1989 to December 1997.
- To calibrate the half-lives for the Speed and Concentration themes
and to reconsider the assumption that a five week half-life was an
The key conclusions were as follows:
- There was an evidence of a decrease in the half-life for the
Drink-Driving theme during 1995 to 1997 for both Melbourne and country
Victoria compared with earlier years.
- This evidence suggested a need for the recalibration of the average
half-life for the Drink-Driving theme for the total period from
November 1989 to December 1997. The findings of the recalibration
suggested half-lives of 4 weeks and 3 weeks for Melbourne and country
- The half-life of the Speed theme was calibrated for April 1990 to
December 1997 for Melbourne and country Victoria. The estimated
half-life was 4 weeks for Melbourne and 5 weeks for country Victoria.
- The study was unable to estimate the half-life for the Concentration
theme and was unable to establish a strong relationship between
Concentration advertising and recall using the existing information
and current methodology.
Sponsoring Organisation: Baseline Research Program
- Department of Justice, Transport Accident Commission, VicRoads.