DriveSmartBC

This report from Norway's Institute of Transport Economics looks at 45 contemporary anti-speeding campaigns that were mainly conducted in Europe and Australia. The most common target group is young males. Campaigns often combine several strategy or content types in attempts to persuade the target. The most usual are rational approaches using facts and information or attempts at emotional persuasion (either hard hitting or sentimental). Both of these are used in 40% of the campaigns. Two out of three campaigns emphasize the risk of harm to others. The most commonly used delivery methods are television and outdoor posters or billboards. Use of 'edutainment' websites as gateways to a number of different media forms appears to be a growing trend. None of the campaigns were evaluated with respect to effects on observed driver behaviour or accident counts. Self-reported data were available for 20% of the campaigns and tend to show reductions in the share of drivers admitting to speeding behaviour. It is difficult to compare campaigns because of differences in measures used. The report therefore recommends that speed campaigns place a greater emphasis on valuation in the future. (Quoted from the document summary.)

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Read A Review of 45 Anti-Speeding Campaigns (PDF)