Samenvatting
The Foolsspeed advertising campaign is designed to reduce urban speeding in Scotland, and was targeted particularly at 25-44 year old males. It was designed around a psychological model of behaviour (the Theory of Planned Behaviour) and deliberately avoided using graphic, fear-arousing imagery. The DTLR and the Scottish Executive commissioned an evaluation of the scheme to assess how well it communicated with drivers in Scotland and its impact on the psychological factors which encourage drivers to speed. (Author/publisher)