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The National Academies

BTSCRP BTS-22 [Anticipated]

Effectiveness of Different Forms of Innovative Traffic Safety Messaging

  Project Data
Funds: $350,000
Staff Responsibility: Richard Retting
Fiscal Year: 2022

This project has been tentatively selected and a project statement (request for proposals) is expected to be available on this website. The problem statement below will be the starting point for a panel of experts to develop the project statement.

BACKGROUND
All state highway safety offices (SHSOs) are contacted by media companies that offer innovative ways to share traffic safety messaging with the motoring public. Some of these ways include supermarket, television, gas station tank toppers, ice cube chest messaging, gas tank handle messaging, bar and restaurant juke boxes, and messaging at sporting events and concerts. Little is known about the effectiveness of such messaging, whether one form is better than others, or what demographic groups might be most impacted by each form of messaging.

RESEARCH OBJECTIVE
The objective of this research is to design, conduct, and evaluate traffic safety campaigns of varied innovative driver behavior messaging types in multiple locations across the nation. The research should involve several SHSOs and a diverse set of media companies.

URGENCY AND POTENTIAL BENEFITS
SHSOs need to know which, if any, of the innovative messaging types are effective, or conversely, if they are a waste of time and money.

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