Critical assessment of the communication and evaluation strategies of road safety media campaigns



This study provides a critical assessment of current scientific knowledge that could inform the development of road safety awareness campaigns.

By analyzing the level of agreement between study results and campaign strategies on three themes—driving under the influence of alcohol or drugs, speed, and distraction while driving—the study shows the need to strengthen the synergy between available knowledge and practices.

The report offers several potential solutions for improving awareness campaigns.

This knowledge synthesis differs from previous studies on the subject in five ways: it integrates different types of studies (on campaigns, their strategies and the attitudes and behaviour of motorists); it bridges the gap between study results and campaign strategies; it uses a conceptual framework to assess the level of agreement between the two; it highlights the importance of creativity to campaign success by distinguishing between communication strategy and production style; and it examines knowledge transfer between researchers and campaign professionals.

The report offers several potential solutions for improving awareness campaigns and for the conduct of more relevant studies, in particular regarding campaign evaluation and bringing research and practice environments closer together.

 

Main researcher

Micheline Frenette, Université de Montréal

Summary

Brief research report

Full research report

Call for proposals

Deposit of the research report: January 2015