Two thirds of people claim they have changed their behaviour due to public sector advertising campaigns, according to a new survey commissioned by media agency Mediavest.

In terms of which specific behaviours had changed, 50% said they had stopped using their mobile phone in the car, 49% had stopped speeding, 38% have started to eat more healthily and 20% had stopped smoking.

The research was carried out on a standardised population sample by Ignite Research.

In terms of preferred issues which people think government should communicate through public advertising, 61% supported campaigns on drug abuse, 60% healthy eating, 60% safe driving and 58% social welfare fraud.

Mediavest director Dave Griffin (pictured) said: “Respondents identified traditional mediums such as television, radio and print to be the most trustworthy sources for receiving public information.”

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Griffin added that the findings mirrored earlier research by IPSOS MRBI in 2011 which highlighted the particularly high impact of local papers and regional radio stations for advertising goods, services or information with specific local relevance.

“From our experience with local papers, and looking at the recent JNLR figures, the strong role of local media in advertising in Ireland remains the case.”

Mediavest is Ireland’s leading media agency offering expertise in strategic media planning, digital advertising, econometric modelling, research and sponsorship.