THE USE OF TELEVISION PUBLICITY TO MODIFY SEAT BELT WEARING BEHAVIOUR

Legislation requiring seat belts to be worn has led to major reductions in casualties in Australia. However injuries have resulted from belt slackness, from the location of buckles in the abdominal region and from webbing twist. The design changes which have been effected to minimise the occurrence of these problems will take many years to permeate the vehicle population and as in interim measure a television publicity campaign was conducted to encourage occupants to better adjust their belts. Three experiments to evaluate the effectiveness of the campaign are described. Using a criterion measure of change in belt adjustment observed during roadside surveys, the experiments demonstrated that 'intense' exposure to television publicity over a 'short' period achieved significant decreases in the incidences of loosely adjusted belts, the location of buckles on the abdomen, and twist in belt webbing. The exposure involved three to four screenings per night during peak time on each available commercial station for fourteen consecutive nights. Other combinations of intensity and duration which were tested did not yield consistent positive results. The study establishes the value of television publicity as a countermeasure under certain specific conditions. It also demonstrates that valid research to measure 'real world' publicity effects is feasible (A). (TRRL)

  • Supplemental Notes:
    • Work performed by the Australia Department of Transport, Office of Road Safety.
  • Corporate Authors:

    Australian Government Publishing Service

    109 Canberra Avenue
    Griffith, A.C.T.,   Australia 
  • Authors:
    • Johnston, I R
    • CAMERON, M H
  • Publication Date: 1979-4

Media Info

  • Features: Figures; References; Tables;
  • Pagination: 53 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00310158
  • Record Type: Publication
  • Source Agency: ARRB Group Limited
  • Report/Paper Numbers: OR3 Monograph
  • Files: ITRD, TRIS, ATRI
  • Created Date: Jun 9 1980 12:00AM