This report, one of a series of three, evaluates methods of mass media communication for the promotion of traffic safety. The results of mass media programmes aimed at pedestrian behaviour, driver behaviour with regard to driver-pedestrian interaction, and driver behaviour relevant to pedestrian safety are outlined. Pedestrian safety problems are identified for remedial action. Mention is made of the general model of pedestrian accident causation developed by Snyder and Knoblauch, and the problems of reactivity and responsibility allocation are examined. The organisation of mass media publicity programmes is described from the selection of the target audience and media to the content and timing of the message. For abstracts of reports 1 and 2, see IRRD abstracts nos 233684-233685.
Abstract