Evaluating Traffic Safety Campaigns: A Guide
2025

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Traffic safety public awareness and education efforts are two countermeasures that traffic safety professionals, including those working at state highway safety offices (SHSOs), employ to improve roadway user safety. These efforts are intended to share messaging that will raise awareness of dangerous roadway behaviors, increase knowledge of the impact of these behaviors and safer alternatives, change attitudes about both those behaviors and the alternatives, and ultimately, change those behaviors.

BTSCRP Research Report 14: Evaluating Traffic Safety Campaigns: A Guide, from TRB's Behavioral Traffic Safety Cooperative Research Program, provides insights into current practices for measuring the effectiveness of behavioral-based traffic safety campaigns. It also presents a framework for evaluating traffic safety campaigns, with the goal of designing and conducting future campaigns to more effectively promote safer road user behaviors.

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Costing Tool
Evaluation Matrix
Accessible PDF

Publication information

152 pages · 8.5 x 11 · paperback
ISBN Paperback: 0-309-99370-9
ISBN Ebook: 0-309-99371-7
DOI: https://doi.org/10.17226/29154

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National Academies of Sciences, Engineering, and Medicine. 2025. Evaluating Traffic Safety Campaigns: A Guide. Washington, DC: The National Academies Press.

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Front Matter i-x
1 Background and Introduction 1-13
2 Focus Groups and Interviews 14-29
3 Surveys 30-72
4 Media Metrics and Other Analytics 73-82
5 Naturalistic Driving Studies 83-99
6 Observational Studies 100-110
7 Epidemiological Studies 111-117
References 118-118
Glossary 119-120
Market Research Resources and Social Media Monitoring Resources 121-122
Appendix A: Costing Tool 123-124
Appendix B: Sample Focus Group Discussion Guide for Campaign Evaluation 125-130
Appendix C: Generic Traffic Safety Messaging Campaign Survey 131-142

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Evaluating Traffic Safety Campaigns: A Guide (2025)

Chapter: 6 Observational Studies

Additional materials

Publication information

Suggested citation

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Evaluating Traffic Safety Campaigns: A Guide (2025)

Chapter: 6 Observational Studies