Should audiences be laughing or crying when using digital or traditional media?: A novel approach to evaluate the effectiveness of different types of road safety advertising campaigns

This research will address a gap in knowledge in that it will assess individuals’ responses to fear- and humour-based road safety messages delivered through traditional or digital message mediums. In addition, this research adopts a novel, transdisciplinary approach to assess message effectiveness based on both self-report survey measures and behaviour-based social media analytic tools (i.e., social media listening).

The overarching aim of this research is to establish the effectiveness of different types of advertising campaigns as a key strategy in Australian road safety authorities’ investments in road safety countermeasures. Specifically, this research aims to:

  1. Evaluate the effectiveness of messages delivered through traditional and digital message media;
  2. Evaluate the relative effectiveness of fear and humour-based campaigns across the aforementioned message platforms; and
  3. Enhance methodological robustness in the field so as to better understand the ‘true’ impact of road safety campaigns on road users’ attitudes and behaviours.

Funding / Grants

  • IHBI HASS Collaborative Incentive Scheme (2018 - 2019)


Other Team Members

This research project also includes researchers from QUT's School of Psychology & Counselling, QUT Business School, and School of Advertising, Marketing & Public Relations.