Evaluating an Anti-Drinking and Driving Advertising Campaign With a Sample Survey and Time Series Intervention Analysis

Abstract

The impact of a paid advertising campaign targeted at reducing youthful male drinking-driving behavior is examined using (1) pretest and posttest sample surveys taken at both a campaign site and a control site and (2) time series intervention modeling of monthly traffic accident data from both sites. These compatible analyses provide collaborative evidence that the advertising campaign reduced youthful male drinking and driving behavior and, consequently, traffic accidents.