ROSTA'S (ROAD SAFETY AND TRAFFIC AUTHORITY) MOTORCYCLE VISIBILITY CAMPAIGN--ITS EFFECT ON USE OF HEADLIGHTS AND HIGH VISIBILITY CLOTHING, ON MOTORCYCLE INVOLVEMENT, AND ON PUBLIC AWARENESS (VICTORIA, AUSTRALIA)

The Road Safety and Traffic Authority of Victoria, Australia, launched a publicity campaign in winter 1978 which urged motorcyclists to improve their conspicuity by using headlights in the day and wearing bright colored clothing and helmet. The campaign's slogan "Visibility It's Vital," was publicized through television, the press, outdoor advertising, leaflets, stickers, and mobiles. The success of the campaign in promoting motorcyclist conspicuity was evaluated by three measures: comparison of proportion of motorcyclists using headlights and high visibility clothing before and after the campaign, an interview survey about two months after the campaign to determine age, sex, and driving status of people who had seen the publicity and understood the campaign's objectives, and a brief analysis to compare the proportion of motorcycles involved in daytime accidents before, during, and after the campaign. A similar analysis was made for all other vehicles. It was found that 62% of motorcyclists used headlight shortly after the campaign compared with only 49% before. Similarly, there was a short-term increase in the proportion of motorcyclists wearing light-colored jackets (from 10% to 14%). More motorcyclists wore proper jackets shortly after the campaign compared with before, and more nylon and vinyl materials were used. These trends were reversed six months later. Significantly more motorcyclists were wearing reflective materials shortly and six months after the campaign (6%) than before (1.5%), a change possibly related to increased availability of reflective material. The interview survey revealed that at least 53% of motorcyclists and 19% of other road users had seen and understood the publicity. It was concluded that the campaign was effective in influencing cyclists to improve conspicuity and in increasing the awareness of other road users (and the trade) about motorcycle visibility. More detailed analysis is needed to determine the effect of the campaign on involvement in visibility-related motorcycle crashes. Measures to increase motorcycle safety are discussed: legislation to require daytime use of headlights; education of other road users; and the recommended practice of defensive riding habits for motorcyclists.

• Supplemental Notes:
  • Conference held in Washington, D.C., 18-23 May 1980. Also published in HS-029 680, International Motorcycle Safety Conference Proceedings. Volume 2, p 715-39.
• Corporate Authors:

  Motorcycle Safety Foundation

  780 Elkridge Landing Road
  Linthicum, MD  United States  21090
• Authors:
  • Huebner, M L
• Publication Date: 1980

Media Info

• Features: References;
• Pagination: 25 p.

Subject/Index Terms

• TRT Terms: Clothing; Headlamps; Helmets; Mass media; Measures of effectiveness; Motorcycles; Motorcyclists; Publicity; Reflectorized materials; Visibility
• Uncontrolled Terms: Effectiveness
• Subject Areas: Safety and Human Factors;

Filing Info

• Accession Number: 00389658
• Record Type: Publication
• Source Agency: National Highway Traffic Safety Administration
• Report/Paper Numbers: HS-029 692
• Files: HSL, USDOT
• Created Date: Oct 30 1984 12:00AM