Guidelines for Selecting Communication Channels to Deliver Traffic Safety Messaging

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. 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. 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.


  • English


  • Status: Active
  • Funding: $350000
  • Contract Numbers:


  • Sponsor Organizations:

    Behavioral Traffic Safety Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC  United States  20001

    Governors Highway Safety Association

    444 N. Capitol Street, NW, Suite 722
    Washington, DC  United States  20001

    National Highway Traffic Safety Administration

    1200 New Jersey Avenue, SE
    Washington, D.C.  United States  20590
  • Project Managers:

    Retting, Richard

  • Performing Organizations:

    Virginia Polytechnic Institute and State University, Blacksburg

    208 Patton Hall
    Blacksburg, VA  United States  24061
  • Principal Investigators:

    Trimble, Tammy

  • Start Date: 20220804
  • Expected Completion Date: 20250804
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01834260
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: BTS-22
  • Files: TRB, RIP
  • Created Date: Jan 25 2022 3:04PM