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Methodological issues in evaluation models: the New Zealand road safety advertising campaign revisited

Tay, Richard S. (2001) Methodological issues in evaluation models: the New Zealand road safety advertising campaign revisited. Road and Transport Research: a journal of Australian and New Zealand research and practice, 10(2), pp. 29-39.

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Abstract

In an effort to reduce the enormous cost of road crashes in New Zealand, estimated at NZ$3.3 billion in 1994, the Land Transport Safety Authority (LTSA) implemented an enhanced campaign of speed and alcohol enforcement, supported by graphic and shocking television advertising in October 1995. Due to the high opportunity cost (money could be used elsewhere) and fear appeals of the advertisements, the campaign has generated considerable public debate that was fuelled by several evaluations with differing outcomes. This paper adds to the current debate by reviewing some of the previous evaluations and re-estimating the effectiveness of the campaign by using an alternate model. Our results showed that the campaign was effective in reducing the number of serious casualties during the first two years.

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17 citations in Scopus
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ID Code: 7060
Item Type: Journal Article
Additional Information: For more information, please refer to the journal's website (see hypertext link) or contact the author.
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Keywords: Road crash costs, fear appeals, advertising, enforcement, evaluation models, New Zealand
ISSN: 1037-5783
Subjects: Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Preventive Medicine (111716)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health Promotion (111712)
Australian and New Zealand Standard Research Classification > MATHEMATICAL SCIENCES (010000) > STATISTICS (010400)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Copyright Owner: Copyright 2001 ARRB Group Ltd
Deposited On: 20 Apr 2007
Last Modified: 09 Jun 2010 22:39

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