Download or read book Road Safety Mass Media Campaigns written by and published by . This book was released on 1993 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report details the use of a scientific approach to synthesize the results of a large number (87) of evaluated road safety mass media campaigns. The approach adopted involved the use of Meta Analysis techniques which provides a means of reconciling conflicting findings and allows for a more rigorous aaproach to sythesis by statistically attempting to develop generalisations across all categories of interest. The analysis found that the average impact across all campaigns and all outcome measures combined (awareness, knowledge, attitudes, behaviour) was over 7,56 percent ie. a campaign is expected to achieve an improvement of 7.56 percent on the pre campaign measure). A range of other key findings relating to the effectiveness of of various campaign types and strategies is also documented. It is hoped that the findings from this study can be used to encourage new mass media campaigns to be developed o the basis of the lessons learnt from previous campaigns. Advertising. Meta analysis. Mass media.