Robertson L S
Nanlee Research, Branford, CT 06405.
J Public Health Policy. 1994 Winter;15(4):437-42.
In June, 1988, the Department of Public Safety (DPS) in South Carolina launched a media campaign, called "Highways or Dieways?", in an attempt to reduce motor vehicle fatalities. Deaths per vehicle mile declined during the succeeding years and the DPS attributed all of the reduction to the campaign, gleaning some 62 awards in the process. This research indicates that the DPS took credit for a decline in fatalities that resulted from other factors. Fatality rates in South Carolina were actually higher during the campaign than would have been expected from the historic association of South Carolina's rates with the national rate or those of other states in the region. The campaign actually illustrates the principle that ad campaigns alone are often ineffective in changing public health.
1988年6月，南卡罗来纳州公共安全部发起了一场名为“高速公路还是死亡之路？”的媒体宣传活动，试图减少机动车死亡事故。在随后的几年里，每车英里的死亡人数有所下降，公共安全部将所有下降都归功于该活动，并在此过程中获得了约62个奖项。这项研究表明，公共安全部将死亡人数的下降归功于该活动，而实际上这是由其他因素导致的。在活动期间，南卡罗来纳州的死亡率实际上高于根据该州历史死亡率与全国或该地区其他州死亡率的关联所预期的水平。该活动实际上说明了一个原则，即仅靠广告宣传活动往往在改变公共卫生方面是无效的。
