Abstract
If it is necessary to have basic material at one's disposal for preparatory campaign research, it is just as necessary to have the same material in order to carry out effective evaluation research at a reasonable cost. When the possible causes of the apparent failure of so many road safety campaigns are considered there are three: the idea that people's behaviour cannot be changed; the inadequacy of the campaign; and the inadequacy of the assessment. As soon as an adequate framework of reference has been created, it will be much cheaper to conduct a considerably better aimed survey with an increased chance of showing results. See also IRRD abstract no. 208624.