The researchers compared 25 campaigns from five countries – Canada, the U.S., the United Kingdom, Australia and New Zealand – to a model called the Protection Motivation Theory. The theory emphasizes that social marketing campaigns need not only stress the severity and likelihood of negative consequences of people’s poor choices but also provide recommended actions that are not too costly in time, money and energy.

The researchers note, in a news release announcing the study’s publication, the campaigns need to convince people they can successfully carry out the desired action to keep themselves from getting hurt.

“To be persuaded to take action, people have to feel that they are vulnerable and that this could really happen to them,” said researcher Anne Lavack, in the release. “They also have to believe that the action being recommended is going to work.”

Thus, suggesting people who are going to drink should take a taxi may work well for urban dwellers but be less realistic for those in rural areas. An example of a good solution for people going to outdoor concerts where there is drinking is to provide free or low cost bus rides to and from the venue.

Large number of effective campaigns

The researchers said Canada has the largest number of different anti-drinking and driving campaigns of the five countries studied and seems to produce some of the most effective ads. It also has a lower fatality rate for drinking and driving when compared to the U.S.

Australia and New Zealand tended to focus their ads on the severity of the consequences of drinking and driving and making viewers feel vulnerable. However, they didn’t offer viewers effective ways to avoid these consequences or reassure viewers they could take steps to protect themselves.

The study, Social Marketing Campaigns Aimed at Preventing Drunk Driving: A Review and Recommendations, is in the latest issue of International Marketing Review.