Communicating highway safety : what works

Rodriguez, Lulu; Anderson-Wilk, Mark

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Communicating highway safety : what works

2002-02-01
By Rodriguez, Lulu ; Anderson-Wilk, Mark

[PDF-586.72 KB]

English

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Details:

Creators:

Rodriguez, Lulu ; Anderson-Wilk, Mark

Rodriguez, Lulu ; Anderson-Wilk, Mark Less -
Corporate Contributors:

Iowa State University. Center for Transportation Research and Education ; Iowa Safety Management System

Iowa State University. Center for Transportation Research and Education ; Iowa Safety Management System Less -
Subject/TRT Terms:

[+]

Attitudes Behavior Modification Highway Safety Life Styles Literature Reviews Mass Communication Mass Media Safety Campaigns Social Psychology Traffic Safety Education
Resource Type:

Tech Report
Geographical Coverage:

Iowa
TRIS Online Accession Number:

929273
NTL Classification:

NTL-SAFETY AND SECURITY-Highway Safety;AGR-SAFETY AND SECURITY-SAFETY AND SECURITY;
Abstract:

Few topics in transportation are of greater significance, now and in the future, than making today's roads safe for those who use them. This study aims to assist the formulation of policy by examining the

empirical evidence currently available on the ability of several forms of communication efforts and activities to increase knowledge about and affect attitudes and behavior toward highway safety practices. The objective of this effort is to provide a comparative synthesis of what works and what does not in highway safety campaigns across a large number of topical areas that have a mass media component. The report reveals 25 characteristics of successful communication campaigns, strategies that stand a chance of achieving changes in knowledge, attitude, and behavior. The actual impact of mass communication remains unproven because of a perceived lag in the development of adequate evaluation techniques. Education by itself has not generally resulted in significant changes in the behaviors targeted, but education of the public and advocacy groups has often helped enact necessary legislation, transmit knowledge about the provisions and penalties of laws in ways that increase their deterrent effect, and generate public support for law enforcement programs. Even in such cases, however, when enforcement is inconsistent, public compliance frequently decreases with time. Approaches to traffic safety that emphasize the need for long-term individual- and community-based measures are found to be especially crucial for addressing complex problems like drinking and driving that are determined by a myriad of lifestyle and psychosocial factors.
Format:

PDF
Collection(s):

US Transportation Collection
Main Document Checksum:

[+]

urn:sha256:6e8fbcda00a24a6b7be63a696966c1d4bdf534bfe868d9fdc764defca430868b
Download URL:

https://rosap.ntl.bts.gov/view/dot/15737/dot_15737_DS1.pdf
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Communicating highway safety : what works

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