Experimental Approach Toward Evaluation of Mass Media Road Safety Campaigns: Comparative Analysis of Two Case Studies

Mass media road safety campaigns, when and if properly planned, can be considered as an efficient means to enhance road safety, mainly by promoting a safer driving behavior. In the framework of this paper, a methodology is presented for the evaluation of road safety campaigns through the development of a powerful tool and a multidimensional matrix of correlations, which involve specific variables for the design of media campaigns and assess alternative experimental scenarios for the estimation of the changes in the behavior of road users and the assessment of the campaign’s effectiveness. The concept of the above methodology is practically tested through two case studies, of mass media campaigns, a national fatigue campaign and a local campaign with the theme of drink driving. Following the guidelines of the proposed methodology, a comparative analysis of the results of the two campaigns is conducted, and the effectiveness of their implementation is addressed though the record of the objective exposure, the appreciation and recognition of the campaigns, as well as the comparison of the measures taken, though face-to-face questionnaire surveys, before and after the campaigns implementation.

• Corporate Authors:

  Transportation Research Board

  500 Fifth Street, NW
  Washington, DC  United States  20001
• Authors:
  • Adamos, Giannis
  • Nathanail, Eftihia G
• Conference:
  • Transportation Research Board 90th Annual Meeting
  • Location: Washington DC, United States
  • Date: 2011-1-23 to 2011-1-27
• Date: 2011

Language

• English

Media Info

• Media Type: DVD
• Features: References;
• Pagination: 22p
• Monograph Title: TRB 90th Annual Meeting Compendium of Papers DVD

Subject/Index Terms

• TRT Terms: Automobile drivers; Behavior; Drunk driving; Fatigue (Physiological condition); Highway safety; Low risk drivers; Mass media; Measures of effectiveness; Safety campaigns
• Subject Areas: Highways; Safety and Human Factors; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 01333501
• Record Type: Publication
• Report/Paper Numbers: 11-3698
• Files: TRIS, TRB
• Created Date: Mar 21 2011 2:14PM