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Type: Report
Title: Best practice in road safety mass media campaigns : a literature review
Author: Wundersitz, L.
Hutchinson, T.P.
Woolley, J.
Publisher: Centre for Automotive Safety Research
Issue Date: 2010
ISBN: 9781921645112
ISSN: 1449-2237
Assignee: Motor Accident Commission (SA)
Statement of
LN Wundersitz, TP Hutchinson, JE Woolley
Abstract: This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Instead of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns.
Keywords: Road safety advertising; mass media; campaign evaluation; message effectiveness; threat appeal
Rights: © The University of Adelaide 2010
Appears in Collections:Aurora harvest 7
Centre for Automotive Safety Research reports

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