There is a large body of research on the effect of mass media campaigns available that allows formulating best practices for designing and evaluating campaigns. Several studies have focussed on road crashes as outcome measure but the majority is aiming at measuring perception, acceptation and notoriety of campaigns. However, there seems to be an urgent need for evaluation research focussing on isolating the effect of mass media campaigns on the number of road crashes and other outcome measures from the effect of other supporting activities like enforcement.
This could be achieved by determining the relative contribution of mass media campaigns in integrated campaigns that typically consist of accompanying activities like enforcement. Availability of clear scientific information both on the effectiveness and cost-effectiveness of the isolated effect of campaigns is a prerequisite to design future campaigns in the most effective and optimal fashion as possible.
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Funding SchemeSTREP - Specific Targeted Research Project