"This literature review examined selected international research, published from 2010 to the present, to investigate how six fields other than road safety (i.e. healthy eating/physical activity, smoking, alcohol and drug use, workplace health and safety, suicide and juvenile offending) evaluated the ... ir behaviour change communication campaigns. The review also considered best practice for providing evidence of the effectiveness of these campaigns and explored whether these practices could be translated to road safety. Overall, the health and safety literature indicate that there is no single model for best practice in evaluating communication campaigns but there are some general principles that are highly germane to road safety: using a recognised model/theory of behaviour change, multiple measurement methods, measuring target behaviours at each stage, using a control group not exposed to the campaign, and identifying factors that can influence the likelihood of the desired behaviour. While some direct and indirect objective measures of behaviour change were available, by far the most common measure was selfreport surveys. This set of evaluation tools, and their limitations, are consistent with the road safety experience. In conclusion, given adequate resources, all health and safety domains, including road safety, might improve the quality of their evaluations with sound experimental designs and the increased use of objective forms of behaviour measurement, aided by advances in affordable technology." (Abstract) more

"This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Inste ... ad of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns." (Abstract) more