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

Campaigns and awareness raising strategies in traffic safety — Deliverable D-1.1rational appeals. These results somewhat support the hypothesis thatcampaigns combining a rational and emotional appeal are more effective thanthose focusing on one or the other.Along with feelings and cognitions, perception of perceived social norms isalso thought to be an important component of attitude that any attempts tochange attitude should consider (see Road User Model, Deliverable 1.4).Where there was sufficient information about the campaign content, asubjective assessment was therefore made as to whether the campaignaddressed the social norm or not. A campaign addressing descriptive socialnorms attempts to convey to the target individual the accepted and unwrittenrules to which valued others willingly adhere. For example, a campaign thatattempts to convey to male youths that attractive girls find speeding a turn-offis one that addresses social norms. The analysis based on social norms isshown in Table 7.38. Although there are no significant differences, the trendsuggests that campaigns benefit from attempts to address the social norm.Table 7.38. Overall effects of road safety campaigns on road accidents and seatbelt useaccording to whether campaign addresses social norm. After accounting for publication bias.Each overall effect is based on n individual effects (excluding any artificial effects generatedby trim-and-fill).AccidentsSeatbelt useSocial normaddressed?effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)yes -12 (-19;-4) 27 yes +33 (+16;+52) 26 yesno -4 (-10;+2) 53 no +24 (+16;+32) 77 yesAnother dimension on which campaign content can vary is in theconsequences of unsafe behaviour conveyed. For those campaigns that doshow the consequences, they can show them in a shocking or non-shockingway. This aspect of content has relevance to the debate about fear campaignsdealt with in Deliverable 1.4 of this Work Package.Table 7.39. Overall effects of road safety campaigns on road accidents and seatbelt useaccording to way campaign addresses the consequences of unsafe action. Results are givenafter accounting for publication bias. Each overall effect is based on n individual effects(excluding any artificial effects generated by trim-and-fill).AccidentsSeatbelt usemediumeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)shockingconsequences shown -4 (-10;+2) 8 no -- -- 4 --non-shockingconsequences shown -9 (-16;-2) 47 yes +14 (+5;+24) 29 yes85