Improving the effectiveness of road safety campaigns: Current and new practices

The evaluation of campaigns aimed at improving road safety is still the exception rather than the rule. Because of this, ineffective campaigns and campaign techniques are allowed to continue to be utilised without question, while new methods of behaviour modification are often ignored. Therefore, the necessity and advantages of formally evaluating road safety campaign efforts are discussed. This article also describes the pros and cons of some of the more common campaign strategies and introduces a number of new methods that show a great deal of promise for the purpose of road safety campaigns. In order to infuse the field of road safety campaigning with such new insights into road user behaviour and behavioural modification, one should look beyond the confines of road safety campaign standards and learn from the knowledge gained in other disciplines such as economics and social psychology. These new insights are discussed in terms of their implications for the future of road safety campaigns.     

关于健康风险信息与恐惧诉求理论的探讨

从健康运动入手,对健康风险信息与恐惧诉求理论中的"习得理论"、"恐惧驱动模式理论"、"平行过程模式"、"保护动机理论"、"平行过程的扩展模式"、"精细可能性模式理论"进行了较为详细的阐述并提出自己的见解。     

Street characteristics to encourage children to walk

An experiment tested whether physical disorder affected low to moderate income African–American children’s choice of street to walk on and their parents’ choice of a street for them to walk on. The experiment used an innovative desktop simulation in which 32 fourth and fifth grade African–American children and 30 parents viewed and explored pairs of virtual walk-through streets manipulated on disorder (across three contexts and two other street and sidewalk characteristics) and picked from each pair the one to walk on (child) or for the child to walk on (parent). Each participant was asked to report the reasons for the choices. The analysis revealed that children and their parents were more likely to walk (or have the child walk) on streets lower in disorder. Reported reasons for choices confirmed the importance of physical disorder in affecting walking choices. Low-cost improvements in order may make streets more desirable for recreational walking.