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Campaigns and awareness raising strategies in traffic safety — Deliverable D 1.3observations, but studies either state average recorded speed in the absence ofother information, or give percentage speeding (i.e. frequency not intensity ofbehaviour). In this study we decided to focus on the more available percentagespeeding measure, which does not tell us anything about how much speeds haveslowed.In many cases it was not clear whether a campaign is part of an ongoing programmeor not. While we tried to avoid including campaigns that followed on from recentcampaigns that could still be having effects, it was not always easy to determine thesituation from the available information. Clearer information about the history ofcampaigns carried out in the study area would help.Only a minority (31 per cent) of the campaigns had an explicit basis, and less than20 per cent were based on a psychosocial theory or model. This hindered our abilityto assess the influence of a particular model on campaign effects.The factor ‘emotional content’ remained necessarily vague while links to detailedcampaign content was not available in the evaluation studies. We would particularlylike to encourage the explicit documentation of the emotional content of a campaign.Cross-referencing campaign documentation would help.We were particularly surprised at the lack of campaigns evaluated that were explicitlyshocking. Very few conclusions could be drawn about the ‘use of fear’ in campaigns,and we would encourage more evaluation of these types of campaigns.Evaluation studies often fail to report exactly when, in relation to the campaignperiod, measurements are taken. This prevented an analysis of possibledeterioration of campaign effects over time. Furthermore, the reporting by manystudies of measurements in simple terms (often as ‘before’ or ‘after’ values),encouraged the comparison of all before-after effects, even though the after effectmay be taken 1 day or several months following campaign completion. We stronglyrecommend that after measures be reported as levels x days following campaigninitiation and/or completion, not only in the results sections but in all Figures andAbstracts.Finally, attempts are made in Deliverable 1.4 of this Work Package to considerdifferent models of road user behaviour, and how they can be used to predictbehaviour, and in turn influence accidents. For instance, the Theory of PlannedBehaviour would predict that campaigns should influence behaviour throughintentions to behave and, in turn, through attitudes, perceived outcome and socialnorms. In our experience it is difficult to evaluate these models using the currentevaluation studies. Although a poor relationship was found between attitudes andcampaigns, the psychometric qualities of the attitude measures used by evaluationstudies are on the whole very poor. In addition, study evaluations simply do notprovide enough information about affect or perceived social norms to enable theirevaluation. These findings would seem to strengthen the call for standardisation ofcampaign evaluations based on constructs representing a wide range of the mostfeasible models.12
Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.11. INTRODUCTIONThere is a large body of research on the effect of road safety campaignsavailable that potentially allows formulating best practices for designing andevaluating campaigns (Delhomme et al, 1999). Defining road safetycampaigns is, however, not a straighy-forward task, as campaigns maycomprise a wide range of variables as media-activities, accompanyingmeasures, target groups, scales, etc. A discussion on the definition ofcampaigns is put forward in chapter 3, but as a start, Rice and Atkin’sdefinition (1994) addresses the core of what safety campaigns could be:”[Campaigns are] …purposeful attempts to inform,persuade, or motivate attitude and (or) behaviourchanges towards safety in a relatively well-defined andmore or less wide audience generally for noncommercialbenefits to the individuals and/or society atlarge;There is an urgent need for evaluation research focussing on the effects ofroad safety campaigns on the number of road traffic accidents and other keyvariables from the effect of accompanying measures like enforcement. Thiscould be achieved by estimating the relative effects of contributing measuresas for example the use of information mediated by television, radio,newspapers, different forms of education, police enforcement, etc.Availability of clear scientific knowledge both on the effectiveness of differentcontributing factors and the cost-effectiveness of these same effects is aprerequisite to design future campaigns in the most effective and optimal way.The EU-project CAST – Campaign Awareness raising Strategies in TrafficSafety - is in the form of a Specific Targeted Research Project aimed atmeeting the European Commission’s needs for improving road traffic safetyby means of effective road safety campaigns.The project was launched in February 2006 and will be completed in January2009. The consortium comprises 19 partners from 15 European countriesand is lead by Insitut Belge pour la Sécurité Routière asbl (IBSR) located InBruxelles.13
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