Evaluating Road Safety Media Campaigns (Road Safety Scotland)

The Scottish Government and Road Safety Scotland tend to run 2-3 media campaigns per year, supported by other activity on a more localised level, as part of a wider strategy to reduce road casualties.

These campaigns are generally evaluated on an ad hoc basis among their specific target audiences at the point in time when they are running.

However, it was recognised that there was no on-going tracking to assess the longer term effect of campaigns or local activity on driver behaviours and attitudes more generally – are there any changes occurring in these over time and are these for the better?

Against this background, a survey mechanism was set up in September 2010 to monitor driver behaviour and attitudes in Scotland in relation to some key issues of road safety on a continuous basis.


Author: EddieWren

Eddie Wren is the CEO and Chief Instructor at Advanced Drivers of North America. His driver safety background is given at: http://www.advanceddrivers.com/ceochief-instructors-resumecvbio/

One thought on “Evaluating Road Safety Media Campaigns (Road Safety Scotland)”

  1. This topic is specifically of interest to road safety professionals rather than corporate fleet safety managers but it has been posted here in the Advanced Drivers website because it is a topic of great importance to the aforesaid R.S. professionals.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.