"Girls take action" is a campaign aimed at 16 to 19 year old girls. The main idea of the campaign is to make these girls aware of various risk factors in traffic, and show them that, for passengers, it is important to speak out about reckless driving. The main aim of this study was to conduct an effect evaluation of the campaign, i.e., to investigate if the campaign has had any effect on attitudes and self-reported behaviour. TØI has conducted two questionnaire surveys, one in 2007 and one in 2010. Answers from two groups of young girls ave been compared; one group with girls participating in the campaign and one control group. There is little evidence that the campaign has had any effect. There is, however, a stable time trend showing that the girls in both groups are more safety oriented in 2010 than they were in 2007. Moreover, there is a small tendency for girls in the intervention group to reveal better safety attitudes than the girls in the control group. However, this applies to both 2007 and 2010, indicating that the girls in the intervention group are somewhat more safety oriented in the first place. The girls in the intervention group have a positive attitude towards the campaign. (Author/publisher) To order and/or read the complete report, see http://www.toi.no/article28452-29.html (Rapportnr: 1076/2010 / ISBN 978-82-480-1090-6 (paper version) / ISBN 978-82-480-1089-0 (electronic version) / Language: Norwegian)
Abstract