Much controversy surrounds the use of graphic fear appeals and the almost total reliance on these by the New Zealand Land Transport Safety Authority in its anti-drink driving and speeding advertising.

This suggests a need for research on the appropriateness and effectiveness of such appeals. Young adults are a definite ‘at risk’ road safety group with 32% of fatal crashes in 1996 involving people aged 15 – 24 (NZLTSA 1996 statistics). At present, young people from the age of 18 onwards are targeted by the LTSA with "teen speed" advertising and from 20 onwards with drink driving advertising.

However, younger teens (from the age of 15) are also involved in drink driving. Drivers between 15 and 19 years old accounted for approximately 14.5% of New Zealand road deaths in 1995 and 18% of injuries (the greatest percentage of any age group).

Further, 32.3% of fatal crashes and 18.1% of injury accidents involve alcohol or drugs (NZLTSA statistics 1995). Although the LTSA road safety ads are designed to discourage speeding and drink driving, little is known about how young people respond to such messages.

There are many influences that affect how they may respond to an advertising message, such as peer pressure and risk taking when exposed to such advertising.