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-1.1Table 7.33. Overall effect of road safety campaigns on road accidents and seatbelt useaccording to whether media paid or earned. After accounting for publication bias. Eachoverall effect is based on n individual effects (excluding any artificial effects generated bytrim-and-fill).AccidentsSeatbelt usemedia paid foror earned?effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)paid -1 (-13;+12) 8 no +41 (+26;+57) 51 yesearned -13 (-18; -8) 40 yes +12 (-4;+30) 15 nopaid andearned -13 (-21;-5) 24 yes +21 (+1;+43) 19 yesTable 7.34. Overall effect of road safety campaigns on road accidents and seatbelt useaccording to accompanying legal measures. After accounting for publication bias. Eachoverall effect is based on n individual effects (excluding any artificial effects generated bytrim-and-fill).AccidentsSeatbelt usecampaigneffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)not enforced -10 (-17;-3) 33 yes +29 (+18;+40) 89 yesenforced -12 (-17;-8) 80 yes +19 (+15; +25) 44 yesenforced +change in law -12 (-20; -3) 9 yes +26 (+12; +42) 11 yesenforced, nochange in law -12 (-18;-7) 70 yes +16 (+11;+21) 33 yesMany campaigns are accompanied by the implementation or increase ofenforcement measures in order to increase the visibility of risks to drivers, andhopefully enhance campaign effects. Enforcement may or may not beaccompanied by a change in law, such as mandatory seatbelt use. Aconsistent observation from previous meta-analyses is that campaigns thatare enforced are more successful at reducing accidents (the EU GADGETproject, Delhomme et al.; 1999). This tendency is seen among the effects inthe expanded CAST database, but the difference between a 12 per centreduction in accidents for campaigns accompanied by enforcement and a 10per cent reduction for non-enforced campaigns is not significant (Table 7.34).The lack of a significant difference between enforced and non-enforcedcampaigns in the present study contrasts with the findings of previous studies.Attempts are made to explain the reasons for this in a separate section inChapter 9.82
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1Whether the enforcement is accompanied by a change in the law or not alsohas little effect on the overall effects in this sample. There is no significanteffect of enforcement on the effects of campaigns on seatbelt use.7.5.5 CONTENTSuccessful delivery of a campaign message can only result in a successfulcampaign if the message contains information that persuades individuals tochange their behaviour. To assess varying impacts of different types ofcampaign content, the effects were also grouped and analysed on the basis ofcontent variables.Campaigns can be based on psychological or social theories and models, onpreviously successful campaigns, or on consultation with a target groupsample using focus groups or surveys. Again, because campaigns can bebased on several of these factors, comparisons were made with thosecampaigns not based in each factor to see whether the basis of campaigncontent influences final campaign effects. Analyses were carried outaccording to these groupings, as shown in Table 7.35 for accidents and Table7.36 for seatbelt use.Table 7.35. Overall effects of road safety campaigns on accident counts according to explicitbasis of campaign. Results are given after accounting for publication bias. Each overall effectis based on n individual effects (excluding any artificial effects generated by trim-and-fill).campaigns with basiscampaigns without basisbasiseffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)theory ormodel -8 (-14;-1) 16 yes -12 (-17;-8) 85 yespreviouscampaigns -11 (-17;-4) 47 yes -6 (-14;+3) 18 noconsultationwith target -12 (-21; -1) 15 yes -11 (-17; -4) 47 yesThere were no large or significant differences in overall accident-reducingeffects of campaigns according to their basis. Analyses for seatbelt effects,however, showed that the overall effect of campaigns based on consultationwith target group was significantly greater than that of campaigns that did notconsult the target group.83
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