ROAD SAFETY MASS MEDIA CAMPAIGNS: A META ANALYSIS

This report details the use of a scientific approach to synthesize the results of a large number (87) of evaluated road safety mass media campaigns. The approach adopted involved the use of meta analysis techniques which provides a means of reconciling conflicting findings and allows for a more rigorous approach to synthesis by statistically attempting to develop generalisations across all categories of interest. The analysis found that the average impact across all campaigns and all outcome measures combined (awareness, knowledge, attitudes, behaviour) was 7.56% (i.e. a campaign is expected to achieve an improvement of 7.56% on the pre campaign measure). A range of other key findings relating to the effectiveness of various campaign types and strategies is also documented. It is hoped that the findings from this study can be used to encourage new mass media campaigns to be developed on the basis of the lessons learnt from previous campaigns. (a)

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0642512523
• Corporate Authors:

  AUSTRALIA. OFFICE OF ROAD SAFETY

  PO BOX 594
  Canberra, Act,   Australia 
• Authors:
  • Elliott, B
• Publication Date: 1993-8

Language

• English

Media Info

• Features: References;
• Pagination: 138 p.
• Serial:
  • Issue Number: CR 118

Subject/Index Terms

• TRT Terms: Before and after studies; Comprehension; Evaluation and assessment; Publicity; Safety; Statistics
• ITRD Terms: 9148: Before and after study; 2209: Comprehension; 9020: Evaluation (assessment); 8573: Publicity; 1665: Safety; 6555: Statistics
• Subject Areas: Data and Information Technology; Safety and Human Factors;

Filing Info

• Accession Number: 00640870
• Record Type: Publication
• Source Agency: ARRB
• ISBN: 0-642-51252-3
• Files: ITRD, ATRI
• Created Date: Jan 24 1994 12:00AM