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

Campaigns and awareness raising strategies in traffic safety — Deliverable 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