Samenvatting
This paper considers the impact of advertising in the UK on behaviour with regard to encouraging greater road safety. Advertising is seen as influencing long-term behavioural change. Three behavioural change models are presented: Ajzen, Prochaska, and negative framing and prospect theory. Examples are given of road safety promotion films used in the UK. The communications model is shown (from small risk to call to action). Different media should be used to communicate different types of message. A road safety campaign "tool box" is described, involving new information, physical/emotional mirroring, jolting, risk, responsibility, solutions, constant presence and a "joined-up" approach. For the covering abstract see ITRD E121172.