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-1.17.6.4 SCOPE (MASS-MEDIA)Results for mass-media campaigns are similar to those for all campaigns withrespect to campaign duration (see Table 7.46. cf. Table 7.28). Table 7.46shows little difference for scale-dependent effects of mass-media campaigns.It is notable that only 39 out of 98 local seatbelt campaigns were classified asmass-media. This confirms that the original sample contains a considerablenumber of local seatbelt campaigns that have been excluded by our definitionof mass-media campaigns. Furthermore, most of these smaller campaignsappear to have targeted a single group, as evidenced by their exclusionreducing the number of seatbelt effects from campaigns with a single targetgroup from 98 to 38, and the overall effect from +31 per cent to +22 per cent.Table 7.46 Overall effect of mass-media campaigns on road accidents and seatbelt use byduration, scale and specificity of campaign. After accounting for publication bias. Eachoverall effect is based on n individual effects (excluding any artificial effects generated bytrim-and-fill).AccidentsSeatbelt usedurationeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)52 weeks -12 (-20;-2) 29 yes -- -- 3 --scalelocal -8 (-15;+1) 18 no +21 (+13;+29) 39 yesregional -13 (-18;-8) 67 yes +34 (+19;+51) 20 yesnational -10 (-20;+1) 10 no +14 (-4;+36) 7 nospecificity1 target -16 (-22;-9) 57 yes +22 (+7;+38) 38 yes>1 target -4 (-18;+13) 9 no +10 (+2;+18) 6 yesnot specified 0 (-8;+8) 29 no +20 (+14;+26) 22 yes92
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.17.6.5 DELIVERY (MASS-MEDIA)Table 7.47 shows surprisingly little influence of enforcement or law changeon-mass-media campaign effects, either on accident counts or seatbelt use.Analysis of mass-media campaign effects according to their use of differentdelivery media is shown in Table 7.48 for accidents and Table 7.49 forseatbelt use.In contrast to the whole sample results, use of personal communication inmass media campaigns appears to have little association on their overalleffect on seatbelt use, but there is still a beneficial effect on accidents.Table 7.47 Overall effect of mass-media campaigns on road accidents and seatbelt useaccording to method of media acquisition and accompanying measures. After accounting forpublication bias. Each overall effect is based on n individual effects (excluding any artificialeffects generated by trim-and-fill).AccidentsSeatbelt usemedia paid foror earned?effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)Paid -- -- 3 +35 (+4; +76) 41 yesEarned -13 (-19; -8) 37 yes +11 (-5; +30) 6 nopaid & earned -11 (-21;-5) 24 yes +44 (+29;+57) 14 yesaccompanyingmeasureno enforcement -11 (-18;-2) 23 yes +16 (+2;+31) 29 yesenforcement -12 (-17;-7) 78 yes +18 (+12; +23) 35 yesenforce +change law -12 (-20; -3) 8yes+20 (+0; +44) 4yesenforce -change law -12 (-18;-7) 69yes+15 (+10;+21) 30yes93
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