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

Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1with studies reporting that the campaign used shocking effects in order toshow the consequences. These campaigns might be considered to be ‘fearcampaigns’. A breakdown of the use of other emotional dimensions in contentis shown in Table 7.15. A single campaign can use more than one of thesedimensions (e.g. humour and emotional content). However, most campaignsin the sample use rational content to inform and persuade the road user,rather than emotion, humour, shock or incentive.Table 7.15. Number of effects according to emotional dimension of campaign (a singlecampaign can use more than one of these dimensions).contenteffectsemotional 36rational 195emotional and rational 64incentive 45humour 42shock 22Finally, 91 effects were of campaigns whose content was judged to address socialnorms.7.2.6 SUMMARYThe set of campaign effects and associated campaign variables sampled forCAST is described for two main reasons:(1) to enable judgements about how well the CAST sample representsthose campaigns of interest; and(2) to assist in interpretation of findings from meta-analysis.About two campaign effects have been extracted from each identified study.Of the 433 effects, over half are derived from evaluation studies not employinga control group. The most common outcome measures reported arepercentage seatbelt use and number of accidents, and the most commoncampaign themes are seatbelts, drink-driving and speeding. Almost all studiesin the sample have been published within the last 30 years, most often inpeer-reviewed journals or institute reports. Most of the studies describecampaigns carried out in Europe or the USA. The campaigns in the sampletarget a wide range of population sizes, from less than one hundred to overone million, and their duration ranges from a single day to several years. Theyuse a range of delivery methods, most commonly television, radio,newspapers, leaflets and posters. Several delivery methods are normallycombined within a single campaign. Most campaigns do not have a theoreticalbasis and do not develop their content by consulting the target beforehand.The most common basis for campaign content is previous campaigns, but athird of the effects come from campaigns that have no explicit basis. Finally,half of the effects are from campaigns that attempt to raise awareness of risk(risk of being detected or risk of harming self or others), and most are forcampaigns that use rational rather than emotional persuasion.64