What do people think of road safety advertising campaigns?

EXTENDED ABSTRACT: Audience reaction to New Zealand’s drink-driving, speed drugged-driving and fatigue advertising messages is monitored through a continuous survey of audiences’ reactions to the advertising messages. The paper discusses some of the changes which have been measured in people’s perceptions and attitudes from campaigns targeting speeding, drink-driving, fatigue and drugged driving. In addition, the surveys provide a monitor of public interest and concerns with the significant road safety issues of the day.