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Effectiveness of a Media Campaign to Reduce
Author(s) -
Whittam Kimberly P.,
Dwyer William O.,
Simpson Patricia W.,
Leeming Frank C.
Publication year - 2006
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.0021-9029.2006.00021.x
Subject(s) - crash , intervention (counseling) , psychology , baseline (sea) , applied psychology , media campaign , advertising , computer security , computer science , political science , business , psychiatry , law , programming language
This article describes the evaluation of a 4‐1/2‐month multimedia traffic‐safety campaign that targeted young drivers in northeastern Tennessee. Discussion groups with teenagers provided the basis for public‐service announcements (TV, radio, and billboard), which were developed specifically for this intervention. To determine the impact on crash frequencies among drivers 16–19 years old, baseline, intervention, and follow‐up crash data were obtained from statistics maintained by the state. A time‐series analysis of these data indicated that during the intervention period, there was a 21.6% decrease in crashes for which 16–19‐year‐old drivers were at fault, whereas a control location in southeastern Tennessee exhibited no significant change.