A descriptive review of selected mass media campaigns on highway safety.

The National Highway Traffic Safety Administration sponsored the study to obtain information on methods for conducting mass communications programs on highway safety and to receive recommendations for future campaign activities. Twelve campaigns are reviewed on a variety of topics. Selection of campaigns for study reflect deliberate differences in scope, sponsor, level of effort, and technical approaches. Through a literature review and interviews with persons responsible for the campaigns, essential elements for campaign success are identified. Twenty-one recommendations for future highway safety campaigns are presented, 14 recommendations for preparing mass media materials are offered, and 12 recommendations regarding needed research are listed. The report also includes an annotated bibliography on the use of media for highway safety.