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-1.1did. However, the result is not significant and overall seatbelt use effects arecomparable for those campaigns that do and do not use newspapers (Table7.32).Table 7.31. Overall effects of road safety campaigns on road accidents according to deliverymedia used in campaign. Results are given after accounting for publication bias. Each overalleffect is based on n individual effects (excluding any artificial effects generated by trim-andfill).campaigns using mediumcampaigns not using mediummediumeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)television -6 (-11;-2) 95 yes -18 (-27; -7) 19 yesradio -7 (-12;-2) 81 yes -14 (-21;-7) 33 yesnewspapers -13 (-17;-9) 81 yes -2 (-11;+8) 32 noposters -13 (-18;-8) 50 yes -12 (-17;-6) 64 yesbillboards -14 (-19; -8) 25 yes -4 (-10;+1) 87 noleaflets -10 (-15;-5) 41 yes -6 (-12;-0) 73 yesvideo, dvd -14 (-23; -5) 11 yes -13 (-16; -9) 103 yescinema -9 (-18; +2) 9 no -5 (-10;0) 105 nopersonal -11 (-18;-3) 26 -4 (-9;+1) 88 noSurprisingly, campaigns using television and radio tend to have lower overallaccident-reducing effects than those that do not. However, most of thecampaigns for which accident counts were measured used television andradio and their overall effects (6 and 7 per cent accident reduction,respectively) were similar to the overall 6 per cent accident reduction by allcampaigns in the sample. Moreover, overall seatbelt use effects arecomparable for those campaigns that do and do not use television or radio(Table 7.32).There is also a tendency suggested for campaigns using billboards, leafletsand cinema to have better overall effects than those that do not use them. Onconsulting the seatbelt effects in Table 7.32, however, there is again noconsistent pattern.Personal communication as a type of delivery channel was included after anhypothesis developed after INFOEFFEKT (Vaa et al., 2004), that messagesdelivered in a personal way have greater impact on individuals because itmakes them more inclined to attend to the message. Types ofcommunications categorized as personal were lessons or seminars deliveredin person; two-way discussions with a teacher, peer, safety expert ordistributor of campaign media; group discussions; and personally addressedletters. Those campaigns using such personal communication to help channel80
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1the campaign message coincided with an overall reduction in accident levelsof 11 per cent, compared with a reduction of 4 per cent for those campaignsnot using personal communication. The beneficial effect of personalcommunication as a delivery medium is also apparent in the seatbelt usageresults, with those campaigns using personal medium causing a 31 per centincrease in use, compared with 20 per cent for those that did not.Data describing whether campaigns paid for the delivery media, usingtelevision or radio ads for example, or earned it, using methods such aslobbying or appealing for free air time, were also used to subgroup the effects.Table 7.33 shows that there are no significant differences in overall effectsaccording to this variable, and again the pattern for accidents and seatbelt useis not consistent. A near-significant difference between those seatbelt effectsproduced by paid campaigns (41 per cent increase in seatbelt use) andearned campaigns (12 per cent increase) is notable but this must beconsidered alongside a stronger effect for ‘earned’ campaign effects onaccidents.Table 7.32 Overall effects of road safety campaigns on seatbelt use according to deliverymedia used in campaign. Results are given after accounting for publication bias. Blank cellsindicate that adjustment was not possible. Each overall effect is based on n individual effects(excluding any artificial effects generated by trim-and-fill).campaigns using mediumcampaigns not using mediummediumeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)television +18 (+10;+26) 48 yes -- -- -- --radio +20 (+14;+27) 45 yes +28 (+17;+40) 88 yesnewspaper +21 (+14;+29) 61 yes +29 (+16;+44) 72 yesvariablemessage sign +23 (+7;+42) 10 yes +28 (+21;+36) 123 yesposters +17 (+10;+25) 64 yes +33 (+22;+45) 69 yesbillboards +23 (+12;+34) 19 yes +25 (+27;+33) 114 yesleaflets +17 (+8;+26) 75 yes +30 (+21;+40) 58 yesvideo, dvd +76 (+22;+151) 11 yes +26 (+18;+33) 121 yescinema +10 (+2; +17) 8 yes +29 (+22;+37) 125 yespersonal +31 (+17;+47) 57 yes +20 (+13;+27) 76 yesweb +17 (+9;+25) 11 yes +28 (+21;+35) 122 yesreward +67 (+57; +78) 36 yes -- -- -- --pledge +62 (+30; +102) 7 yes +24 (+17;+31) 126 yes81
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