Mass media was chosen as the most cost effective way to attempt to change the target groups attitudes, beliefs and behaviours in relation to riding in the open load space of trucks and utilities. From the 1st January 2004, rollover protection devices will no longer be approved and from the 1st January 2006, riding in the open load space will be prohibited. Preliminary surveys of the target group revealed high advertisement recall amongst those participating in the surveys with 85 per cent indicating that they could recall seeing or hearing an advertisement aimed particularly at Aboriginal people in the last couple of months. Message recall was also very high with 80 per cent of participants being able to correctly recall what the advertisement was about. There was a moderately high percentage (63 per cent) of survey participants who reported having known about the final phase of the open load space legislation (which will come into effect from 1st January 2006). (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E211985.
Samenvatting