The “Never Drink and Drive” campaign, consisting of two waves (2016, 2017) was aimed at curbing road crash deaths and injuries that result from drink driving. The first wave of the campaign ran on TV and radio channels to alert people of the devastating consequences of drink driving. The second wave ran in 2017 and included an enforcement message filmed with real police officers to increase drivers’ perceptions of their risk of being caught and punished if they break the law. Police were equipped with breathalyzers and intensified enforcement during the campaign periods.
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