Samenvatting
This paper reviews several road safety campaigns carried out in Israel. The campaigns described made extensive use of electronic as well as printed media and covered specific subjects (seat-belts, winter driving, first aid), informational campaigns and comprehensive campaigns. The effectiveness of the campaigns is evaluated and problems in the evaluation identified. The importance of prior research and the choice of channel, message and target audience are discussed. The advantages and disadvantages of printed and electronic media, depending on target audience, are discussed. The use of fear, arousal and humour are studied.