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Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.17.5.3 SCOPEDimensions of campaign scope considered were duration, scale andspecificity. To examine any link between the length of a campaign and itseffect, we grouped the effects according to duration of their correspondingcampaigns, and looked for any differences in overall effects between thesegroups (Table 7.28).Table 7.28. Overall effect of road safety campaigns on road accidents and seatbelt useaccording to length of campaign. Results are given after accounting for publication bias.Each overall effect is based on n individual effects (excluding any artificial effects generatedby trim-and-fill).AccidentsSeatbelt usecampaigndurationeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)52 weeks -12 (-20;-2) 29 yes +57 (+28;+94) 5 yesAs can be seen, in this sample there is no clear link between duration andeffect, whether this is measured in accident counts or in percentage seatbeltuse. An apparent pattern of decreasing improvements in seatbelt use withcampaign duration, from +78 per cent for campaigns lasting less than a weekto +14 per cent for those lasting between 12 and 52 weeks, is confounded bythe strong overall effect (+52 per cent) of campaigns lasting over a year,although the latter is only based on five effects.Likewise there is no clear link between the scale of the campaigns in thissample – as defined by whether they are carried out at a local, regional ornational level – and effect (Table 7.29).Table 7.29. Overall effect of road safety campaigns on road accidents and seatbelt useaccording to scale of campaign. Results are given after accounting for publication bias. Eachoverall effect is based on n individual effects (excluding any artificial effects generated bytrim-and-fill).AccidentsSeatbelt usescaleeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)local -5 (-13;+4) 23 no +27 (+20;+35) 95 yesregional -13 (-18;-8) 68 yes +34 (+19;+51) 20 yesnational -8 (-15;-1) 14 yes +17 (+3;+33) 13 yes78
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1The greatest overall effect is for regional campaigns, whether the outcomemeasure is accidents or seatbelt use, but there are no significant differencesbetween any levels of scale.A trend is suggested between effect and the extent to which a campaignexplicitly targets a group (Table 7.30). The effects are stronger for thosecampaigns that attempt to target a single group, whether the outcomemeasure used to evaluate them is accident counts or seatbelt use. Thosecampaigns in this sample explicitly targeting a single group reduced accidentsby 16 per cent and increased seatbelt use by 31 per cent. These overalleffects were at least 50 per cent stronger than those for campaigns targeting adifferent number of groups, or not specifying a target group.Table 7.30 Overall effect of road safety campaigns on road accidents and seatbelt useaccording to campaign specificity. Results are given after accounting for publication bias.Each overall effect is based on n individual effects (excluding any artificial effects generatedby trim-and-fill).AccidentsSeatbelt usetarget groupdefinedeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)1 target group -16 (-21;-11) 60 yes +31 (+20;+43) 98 yes>1 group -4 (-18;+13) 8 no +21 (+12;+32) 11 yesnot defined -8 (-14;-1) 36 yes +19 (+14;+25) 24 yes7.5.4 DELIVERYTo be effective, a campaign message must reach its target audiencesuccessfully. There are many different ways in which a campaign can bedelivered and the exact media used will undoubtedly play a part indetermining how effective a campaign is. After we consider different media,we present sub-group analyses according to whether the media were paid foror earned, and whether they were accompanied by changes in law andenforcement.Overall effects on accidents based on use or non-use of different types ofdelivery medium is shown in Table 7.31. Because several different types ofdelivery media can be used by a campaign, a comparison was made withthose campaigns not using each medium. Corresponding results for seatbeltuse are given separately in Table 7.32.There are no significant differences for the different delivery media. Thebiggest advantage conveyed by any single medium, in terms of the differencein overall effect for campaigns that use it compared with those that do not, isnewspapers. Campaigns in this sample that did not use newspapers reducedaccidents overall by only 2 per cent, compared with 13 per cent for those that79
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