What do you think are the benefits and disadvantages associated with measuring and tracking attitude change especially, in the discussed contexts?

Road safety

Arrive alive DRIVE SOBER@ is a Canadian campaign, which has been running for 25 years and aims to change attitudes towards drink driving and encourage sober driving. This campaign uses a wide range of marketing communications techniques, including social media (Twitter, Youtube, Facebook) and a mobile phone app (the 'Arrive Alive Mobile App') to raise awareness of the risks associated with drink driving (Leonard, 2013).

Ad campaigns: http://www.arrivealive.org/media-and-press-area/

Clothes recycling

Schwopping M&S/Oxfam: to encourage consumers to donate their unwanted clothes to Oxfam, the charity runs a scheme, in partnership with Marks & Spencer, where donors receive a 5 M&S shopping voucher for donating clothes to Oxfam. This campaign operates at the behavioural aspect of attitudes, trying to encourage people to change their behaviour through a reward. The campaign has been running successfully since 2008, and more recently M&S have launched an online platform (Shwop Shop), where consumers can buy items of clothing that used to belong to celebrities (including models, actors, and popstars). This operates more at the beliefs and motivation level, encouraging consumers to view buying recycled clothes as a high status activity.