The evaluation indicated that 85% of the population recognized at least one part of the campaign (campaign consisted of 3 TV commercials, 2 print ads, and 3 radio commercials). The TV commercials were most easily recalled. There were significant attitude changes from pre-campaign to post-campaign, and the attitudes which did change were specific to the campaign element viewed, read or heard. Reported seat belt use increased only in Ontario, where the introduction of compulsory seat belt legislation coincided with the campaign. The limited evaluation of the long-term effectiveness of the campaign produced mixed results. The recognition of the TV and radio commercials remained high five months after the conclusion of the campaign. Moreover, attitude changes observed immediately after the campaign remained significant.

  • Corporate Authors:

    Department of Transport, Canada

    Road and Motor Vehicle Traffic Safety Branch
    Ottawa, ONo K1A 0N5,   Canada 
  • Authors:
    • Rochon, J
  • Publication Date: 1977-4

Media Info

  • Features: Appendices; Figures; References; Tables;
  • Pagination: 87 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00165927
  • Record Type: Publication
  • Report/Paper Numbers: TP 977, CR 7707
  • Files: TRIS, ATRI
  • Created Date: May 3 1978 12:00AM