Review and best practice recommendations on road safety behaviour change campaign development and evaluation

Road safety advertising campaigns represent a key and long-standing approach implemented among Government agencies the world-over in efforts to encourage positive and safe road user attitudes and behaviour and, ultimately, improve road safety. This project includes:

• A literature review on theories/models of behaviour change to inform road safety ad campaign development, and approaches to evaluation of road safety ad campaigns,
• Case studies from three countries in relation to their approaches to road safety ad campaign development and evaluation,
• 3-5 expert interviews regarding optimal approaches to road safety ad campaign development and evaluation, and
• Recommendations, in light of the findings of the literature review, case studies and interviews, on how to best enhance road safety ad campaign development and evaluation.