Use of graphic depictions of crashes and consequences can be problematic. In one study assessing such material, a number of subjects were unable to finish the research, and many were unable to comment on the advertisements for some time after viewing. A simple, focussed message can be more effective, especially in communicating to the main drink-driving target group. Messages need to be clear, concrete and relevant to the experiences of drink-drivers. In dealing with the main target group, it is important to focus on behaviour, reactions and consequences from the driver's point of view.
Radio also offers the ability to reach drivers closer to a potential drink-driving situation.
The intended outcomes of advertising in the short term cannot be achieved by advertising alone. For example, it can raise issues, but then it needs to be combined with some other activities to help generate media stories. Neither do we expect the intended outcomes of advertising in the longer term to be achieved by advertising alone. The aim is to influence behaviour by developing public knowledge, understanding and values in relation to drink driving. Significant groups include court and enforcement officers.