Effectiveness of Different Forms of Innovative Traffic Safety Messaging

All state highway safety offices (SHSOs) are contacted by 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 behavioral traffic safety messaging and how different delivery methods impact various demographic groups. The research should be based on evaluating a variety of traditional and innovative behavioral traffic safety campaigns to identify noteworthy practices and cost-effective approaches. The research should include case studies of several SHSOs and a diverse spectrum of media strategies.


  • English


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

    Project BTS-22

  • 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
  • Project Managers:

    Retting, Richard

  • Performing Organizations:

    Virginia Polytechnic Institute and State University, Blacksburg

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

    Owens, Justin

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

Subject/Index Terms

Filing Info

  • Accession Number: 01775928
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project BTS-22
  • Files: TRB, RIP
  • Created Date: Jul 5 2021 5:03PM