The report consists of two parts: a literature survey and theoretical model. The survey could not reveal common implementation features. It was also difficult to draw conclusions regarding the impact of information. However, successful campaigns were extremely well planned. Campaigns where the message was in accordance with road users' own experiences also had positive effects. The second part presents a taxonomy of campaigns. This taxonomy consists of several levels. The first one presents main results together with the aim and target group. The second level shows the medium used and the possibility to reinforce the impact with some other influence. At the third level information is provided on campaign length and on the basis of the presentation. This taxonomy is presented as a first step towards a useful tool, a tool that could be used in the design of traffic safety campaigns. This report has also been published in Swedish, see C 8022 S (IRRD 881537).
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