Designing and evaluating road safety advertising campaigns

• This chapter defines what road safety advertising campaigns are and the objectives that they typically seek to achieve. The argument put forward in this chapter is that when theoretically informed in their design and sensitive to the array of potential personal, social, and cultural influences which may be at play, road safety advertising can contribute to both reinforcing and transforming contemporary traffic safety culture. This chapter offers guidance to researchers and practitioners in the field regarding relevant theory which may be applied to inform message design and evaluation.

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