This research addressed a gap in knowledge through an assessment of individuals’ responses to fear- and humour-based road safety messages delivered through traditional or digital message mediums. A novel, transdisciplinary approach was used to measure message effectiveness, based on both self-report survey measures and behaviour-based social media analytic tools (i.e. social media listening).
The overarching aim was to determine 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:
- Evaluated the effectiveness of messages delivered through traditional and digital message media;
- Evaluated the relative effectiveness of fear and humour-based campaigns across the aforementioned message platforms; and consequently
- Enhanced 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)