What makes a successful road safety ad?
Researchers from Plymouth University are attempting to find out what makes an effective TV road safety advert and are asking road safety officers to help with the project.
The new study follows earlier behaviour change work by researchers at Plymouth University in areas including smoking and physical exercise.
Professor Jon May from the School of Psychology at Plymouth University, is asking road safety officers to encourage members of the public to participate in the online survey which involves watching a 30” advert and then answering questions about it.
Professor May said: “We want to test some of our ideas about the best ways to influence driving behaviour.
“We have had success in helping people to quit smoking, take more physical exercise and cut down on snacking between meals, and now want to know if the same approaches will work for road safety campaigns.”
Road safety advertising has developed over the years, from the ‘clunk-click every trip’ seat-belt campaign of the 1970s to the recent ‘But Alive’ drink-drive campaign from the DfT THINK! team which ran during the Euro 2016 tournament.
2014 saw the 50th anniversary of drink-drive adverts in the UK and research published by THINK! to mark the occasion highlighted a clear shift in attitude change.
In a survey conducted at the time, 91% of respondents agreed drink driving is unacceptable and 92% said they would feel ashamed if they were caught drinking and driving. By comparison, back in 1979 more than half of male drivers and nearly two thirds of young male drivers admitted drink driving on a weekly basis.
The Plymouth University online questionnaire will be open for two months and anyone who completes it will be entered into a draw to win one of five £20 Amazon vouchers.