Drink-driving media campaigns
Evidence-rated crime-reduction intervention (EMMIE).
Effect on crime
some reduction
Evidence quality
low
Cost
low
What the evidence says
This intervention uses mass media campaigns to persuade individuals to avoid drink-driving through messages that highlight legal consequences, social norms, and responsible behavior. Evidence shows some reduction in drink-driving incidents, although it lacks statistical significance. The effectiveness is enhanced when campaigns are combined with law enforcement and community efforts.
How it works
Mass media campaigns raise awareness about the consequences of driving under the influence, leading to changes in attitudes and behaviors. They utilize fear-based messaging to encourage individuals to modify their driving habits.
Implementation
Effective implementation requires messages to be theory-based, pre-tested, and strategically placed. High-quality campaigns should strike a balance in inducing anxiety to ensure the audience engages with the content.
Source: College of Policing Crime Reduction Toolkit (What Works Centre for Crime Reduction). Summarised 2026-07-15. BlueLineHub is independent and not affiliated with the College of Policing.