SOME ASPECTS OF ROAD SAFETY ADVERTISING WITH EMPHASIS ON 1972 CAMPAIGN, VOLUME I: EXECUTIVE SUMMARY

This report is concerned with traffic safety advertising, with primary emphasis on the evaluation of the effects of the 1972 campaign. There are three volumes, Volume I is a summary volume that contains the major results of our study and some guidelines for the design and execution of campaigns and their evaluation. Volume II deals with the effects of the 1972 campaign on knowledge and attitudes, whilst Volume III is concerned with our attempts to measure changes in behaviour as exhibited through accident statistics. We of course recognize the limitations of such measures of behaviour change, and elsewhere in this volume recommend alternative approaches. We have also included in Volume I material illustrating the approaches used in the 1972 campaign, the 1972 Seat Belt campaign and the drinking and driving advertisement.

  • Supplemental Notes:
    • Sponsored by British Columbia Automobile Insurance Board.
  • Corporate Authors:

    British Columbia Research

    Vancouver, BC  Canada 
  • Authors:
    • Godfrey, K V
    • Keyl, P M
  • Publication Date: 1974-12

Media Info

  • Features: Figures; Photos; References; Tables;
  • Pagination: 40 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00132190
  • Record Type: Publication
  • Source Agency: Highway Safety Research Institute
  • Report/Paper Numbers: Project No. 72-5308
  • Files: TRIS
  • Created Date: Nov 23 1977 12:00AM