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:
- Evaluate the effectiveness of messages delivered through traditional and digital message media;
- Evaluate the relative effectiveness of fear and humour-based campaigns across the aforementioned message platforms; and
- 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)