This report investigates the effectiveness of road safety public information campaigns conducted through the mass media. The differing roles of publicity in the fields of brand advertising and public health promotion are identified and discussed in the context of theories of behaviour change. A number of widely used micro level models of social persuasion are presented and the prior use of such models in the development of mass media campaigns is discussed. The discussion of successful public health campaigns conducted outside the field of road safety in Australia introduces the examination of key elements of mass media campaigns conducted in a public health setting. The type of appeal used (rational/emotional/fear), the use of supporting activities (such as enforcement or incentive) and the duration, intensity, timing and exposure of media placement are identified as key variables in the effectiveness of mass media campaigns. Two international meta-analyses examining the effectiveness of road safety mass media campaigns and a number of individual evaluations are used to assist in the identification of best practice in the field of road safety mass media campaigns. It is concluded that persuasive or emotional campaigns are more effective than rational or informational style campaigns. Furthermore, the use of theoretical models to guide campaign development, and the use of public relations and associated publicity, are also associated with more effective campaigns. (Author/publisher)
Abstract