Effectiveness of a media campaign to reduce traffic crashes involving young drivers.

Author(s)
Whittam, K.P. Dwyer, W.O. Simpson, P.W. & Leeming, F.C.
Year
Abstract

This article describes the evaluation of a 4-1/2-month multimedia traffic-safety campaign that targeted young drivers in northeastern Tennessee. Discussion groups with teenagers provided the basis for public-service announcements (TV, radio, and billboard), which were developed specifically for this intervention. To determine the impact on crash frequencies among drivers 16-19 years old, baseline, intervention, and follow-up crash data were obtained from statistics maintained by the state. A time-series analysis of these data indicated that during the intervention period, there was a 21.6% decrease in crashes for which 16-19-year-old drivers were at fault, whereas a control location in southeastern Tennessee exhibited no significant change. (Author/publisher)

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Publication

Library number
C 36321 [electronic version only]
Source

Journal of Applied Social Psychology, Vol. 36 (2006), No. 3 (March), p. 614-628, 17 ref.

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.