Deliverable D 1.3 RESULTS OF META-ANALYSIS ... - cast-eu.org

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Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1The campaigns were classified into four different types for INFOEFFEKT:media campaigns alone, media campaigns with enforcement, mediacamapaigns with enforcement and education, and local, personally-directedcampaigns. Analyses showed that mass media campaigns alone, i.e. withoutany accompanying measure, did not have any effect at all. The remainingthree groups, however, all had statistically significant effects on the number ofaccidents. This concerned campaigns with police enforcement asaccompanying measure, a type of campaign which may be labelled“publicized enforcement”, and campaigns using education as an element inaddition to police enforcement. There was, however, no significant differencebetween the effects of these two types of campaigns, they were both in therange of 13-14 %. The fourth and last type of campaign, i.e. local, personallydirected campaigns was the one with the largest effect of all campaigns types,with an effect of nearly 40%. This campaign type was, however, based onrather few results and the confidence interval was also quite large (Table D3,Appendix D).5.1.2 INFOEFFEKT 2004: Results from meta-regressionA multivariate predictor model specifying campaign characteristics and theircontribution to the reduction of the number of accidents was also elaboratedand tested as part of INFOEFFEKT. The project discussed several theories,which could have a potential in explaining why some campaigns might reducethe number of road accidents. The main purpose of applying multivariatemodels was to describe factors and assess partial effects by meta-regression,which may contribute to explaining why campaigns might have an accidentreducingeffect. The characteristics (predictors) included in the regressionmodel were:- Country,- Theme of campaign- Decade published- Type of campaign, including use of accompanying measure(s) (policeenforcement is one example)- Size of target group- Duration of campaign- Strategy- Theoretical framework- (mass) media used (television, radio, newspaper, posters/billboards,leaflets)- Personal communication/influence- Other communication channels- Feedback “on-the-road” (of campaign theme or of behaviour)- Spreading of campaign message (“two-step strategy”)Two multivariate models were described, one called the full model, the otherthe reduced model. The full model comprised the following predictors:country, theme, year, type of campaign, size of target group, length of42
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1campaign (4 groups), communication channels used (television, radio,newspapers, posters/billboards, leaflets/brochures), personal influence, othercommunication channels.The main results from meta-regression by applying full model were thefollowing (see Table D4 in Appendix D for full results):• Australian and Dutch campaigns both gave statistically significantcontributions to an explanation of the overall accident-reducing effect ofcampaigns. The Australian campaigns were mainly directed towardsdrink driving and most of the campaigns utilized Random BreathTesting (RBT) as a part of the police enforcement. The Dutchcampaigns were all directed towards speeding and speed enforcementwas an accompanying measure in all of the campaigns. Warning signsdisplaying “you are speeding” were posted at the roadside and driverswere informed that speed enforcement might take place in 6 of the 7Dutch campaigns. Thus, both the Australian and the Dutch campaignsrelied heavily on police enforcement.• Posters/billboards seemed to reduce the effect of campaigns. It isdifficult to find a reasonable explanation for this result, but onehypothesis could be that campaigns using posters/billboards mighthave other, common characteristics that are not comprised by the fullmodel.• Personal influence was the only kind of communication, whichcontributed significantly to explain why campaigns reduce the numberof accidents (p = 0.0032). Personal influence was partly defined astwo-way communication face-to-face, but two-way communication wasnot a precondition for that personal influence might have taken place.If, for example, letters are addressed personally to members of a giventarget group, it could be coded as a source of personal influence.Communications categorized as ‘personal influence’ were thusinformation or seminars delivered in person; two-way discussions witha peer, teacher, or safety expert; group discussions; and personallyaddressed letters. It is worth noting that campaign messages deliveredthrough means of such personal influence probably have a greaterlikelihood to be processed via the central route than other types ofcampaign messages.• For the rest of predictors, there were no statistical significant effects oreffect tendencies. Considering all communication channels, none ofthem seemed to have special advantages in explaining the accidentreducingeffects of campaigns, except personal influence.The reduced model comprised the following predictors: country, theme, typeof campaign, length of campaign (2 groups: < 200 days and > 201 days),mass media communication channels used (television, radio, newspapers),“two-step/multi-step strategy, feedback of information (at the roadside), andpersonal influence.43
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