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

Campaigns and awareness raising strategies in traffic safety — Deliverable 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