This booklet is a summary companion volume of a much larger and more detailed set of Guidelines designed as a practical, stand alone work which can be read by anybody likely to be involved in any decision relating to a mass media campaign. The essential purpose of this volume is to ensure that future mass communication campaigns do not ignore the past. Contained within this volume is a summary of what history teaches us about past successes and failures. Everyone is a so called "expert" when it comes to mass communication (advertising) campaigns. Yet the history of trying to change people's voluntary discretionary road safety behaviours is not paved with success at least not as far as mass communication campaigns have been concerned. The reader needs to ask why is it so ? Can the situation be improved ? If so how ? Mass media campaigns for road safety can be effective. This booklet sets out the blueprint for maximising the likelihood of success. The reader is urged to begin by reading Chapter 1 since it represents a summary of what is known about the impact of mass media campaigns and accordingly ensures that realistic goals will be set for the road safety campaigns. No attempt is made in this summary volume to address the complex theoretical and technical issues of media strategies and message strategies which are covered in the Guidelines. The report was prepared for South Australia Department of Transport, Roads and Traffic Authority (New South Wales) and Road Traffic Authority (Victoria).
Samenvatting