Abstract
Road safety practitioners are well served by a well-researched body of publications designed to inform the development and assessment of more effective mass media campaigns. But how does road safety advertising actually influence road user behaviours and how often do road users need to be exposed to a particular message? Campaign developers need to look beyond the traditional body of knowledge found in the road safety mass media campaign literature. Insights can be gained from other disciplines including research into public sector advertising, commercial advertising effectiveness, neuroscience and social psychology. (Author/publisher)