State highway safety offices (SHSOs) work with media companies that offer various ways to share traffic safety messaging with the motoring public. Common strategies include print, broadcast, digital, out-of-home, social, experiential, and partner co-branding. Little is known about the effectiveness of such messaging, whether one form is better than others, or which demographic groups might be most impacted by each form of messaging.
The objective of this research is to develop guidelines for delivering effective traffic safety messaging and how different delivery methods impact various demographic groups. The research will evaluate a variety of traditional and innovative behavioral traffic safety campaigns to identify noteworthy practices and cost-effective approaches. It will include case studies of several SHSOs and a diverse spectrum of media strategies.