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-1.1There are 175 effects from campaigns carried out in the USA, 168 fromEurope, and 87 from Australasia or Japan. A breakdown by individual countryis given in Table 7.7.Table 7.7. Number of effects derived from each country carrying out road safety campaignscountryeffectsUSA 175Australia 82Sweden 70Canada 23Netherlands 18Norway 15Denmark 13Austria 9Czech Republic 7UK 7Germany 5New Zealand 4multinational 3Portugal 1Japan 1total 433A tendency for particular countries to focus on certain types of campaigns wasnoted. Most notably, many of the effects of seatbelt campaigns in the samplederive from the USA (104 out of 149 seatbelt-themed campaign effects), whilealmost half of the drink-driving campaign effects are from Australia (45 out of105 drink-drive-themed campaign effects).7.2.3 SCOPEThe campaign associated with each effect was categorized according to itsdelivery at a local, regional or national level. A local campaign was anycampaign carried out on a population in an area up to and including a singletown or city, while a regional campaign was one encompassing one or morecounties or federal states. The number of effects derived from campaigns ofdifferent scale is given in Table 7.8.Table 7.8. Number of effects according to scale of associated campaign.scale effectslocal 178regional 166national 67mixed 12missing 10total 43360
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1Table 7.9. Number of campaign effects according to numbers of road users targetednumber of people in targetgroup(or catchment area)effects0-100 10100-1,000 211,000-10,000 2810,000-100,000 19100,000-1,000,000 30> 1,000,000 13Missing 312total 433Most of the effects (268) were those of campaigns targeting a single, specifiedgroup of road users. 50 effects were reported for campaigns targeting morethan one type of target group, while 101 effects were from campaigns that didnot specify a target group.The campaigns in the sample lasted from a single day to several years (Table7.10). For all themes the most frequent campaign length was between 12 and52 weeks, apart from seat-belt-themed campaigns, which most frequentlylasted from one to four weeks.Table 7.10. Number of effects according to campaign theme and lengththemeduration general speed drink-drive seat-belt other total0 - 1 week 2 3 0 12 2 191 - 4 weeks 2 15 12 65 7 1014 – 12 weeks 3 10 27 48 9 10012 - 52 weeks 4 31 38 31 27 131> 52 weeks 5 2 22 4 18 51missing 31total 4337.2.4 DELIVERYThere were 84 effects derived from campaigns that paid for the publicityneeded to deliver their message, 101 for campaigns that earned it (throughpress releases, lobbying or publicity stunts) and 79 for campaigns that bothpaid for and earned their publicity.Road safety campaigns are often delivered with increased policeenforcement, which has been reported to enhance campaign effects (e.g.Delhomme et al, 1999). We therefore noted whether campaigns wereaccompanied by any intensified enforcement measures. Of the 433 effectsreported here, 197 were for campaigns accompanied by increasedenforcement. 61 out of 149 seat-belt-themed campaign effects were enforced,34 out of 105 drink-drive campaigns enforced, and 28 out of 65 speed61
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