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 7.52 Overall effects of mass-media campaigns on road accidents and seatbelt useaccording to content of campaign. Results are given after accounting for publication bias.Each overall effect is based on n individual effects (excluding any artificial effects generatedby trim-and-fill).AccidentsSeatbelt useAppealeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)emotional -- -- 3 -- -- -- 4 --Rational -11 (-18; -4) 44 yes +12 (+0;+20) 30 yesemotional &rational -15 (-21; -7) 28 yes -- -- 1 --social normaddressed?Yes -12 (-19; -5) 26 yes +33 (+22; +46) 7 yesNo -12 (-17; -6) 46 yes +23 (+17; +30) 41 yesconsequencesShocking -4 (-10;+2) 8 no -- -- 0 --non-shocking -9 (-15;-2) 46 yes +13 (+1;+27) 18 yesHumour?Yes -- -- 1 -- +27 (+10;+47) 12 yesNo -- -- -- -- +28 (+10;+47) 51 yesFinally, the mass-media campaign analyses in Table 7.53 and 7.54 indicatethat it is beneficial to address risk, at least where the aim is to increaseseatbelt use, and that it is more beneficial to address the risk of detectionrather than the risk of harm.96
Campaigns and awareness raising strategies in traffic safety — <strong>Deliverable</strong> D-1.1Table 7.53 Overall effects of mass-media campaigns on road accidents according totreatment of risk in campaign. Results are given after accounting for publication bias. Eachoverall effect is based on n individual effects (excluding any artificial effects generated bytrim-and-fill).yesnoCategoryeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)Riskaddressed? -12 (-17; -8) 67 yes -11 (-22; +0) 11 norisk ofdetectionaddressed? -14 (-19;-8) 51 yes -8 (-15;-1) 29 yesrisk of harm toselfaddressed? -4 (-10;+2) 19 no -14 (-19;-8) 62 yesrisk of harm toothersaddressed? -4 (-12;+4) 14 no -14 (-18;-9) 67 yesTable 7.54 Overall effects of mass-media campaigns on seatbelt use according to treatment ofrisk in campaign. Results are given after accounting for publication bias.yesnocategoryeffect(%)95%confidenceinterval (%)nSig.?(p < 0.05)effect(%)95%confidenceinterval (%)nSig.?(p < 0.05)riskaddressed? +35 (+9;+68) 42 yes +6 (-10;+24) 12 norisk ofdetectionaddressed? +17 (+12; +23) 33 yes +3 (-11;+19) 21 yesrisk of harm toselfaddressed? +13 (-1;+29) 13 no +21 (+12;+30) 46 yesrisk of harm toothersaddressed? +7 (-8;+23) 10 no +18 (+10;+27) 49 yes7.6.7 SUMMARYThis section presents the results of subgroup analyses exclusively forcampaigns employing at least one out of tv, radio or newspaper as a mode ofdelivery. Campaigns selected in this way are labeled mass-media campaigns.90 per cent of the accident count effects are derived from mass-mediacampaigns, compared with only 49 per cent of seatbelt effects.According to a number of different behavioural outcome measures, overalleffect size either remains the same or somewhat reduced once mass-mediacampaigns are selected for. This seems to be at least partly becauseselecting for mass-media campaigns appears to exclude a considerable97
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