Feature
Key focus areas in road safety communication campaigns
Author
Randall Cable Engineering Manager: Operations, South African National Roads Agency Limited (SANRAL), South Africa. Member of World Road Association Technical Committees TF1 on Road Safety Manual and 3.1 on Road Safety Policies and Programmes
Road Safety Communication Campaign (RSCC) is here used for road safety awareness campaigns through all forms of mass media, including paid media advertisements. The paper covers the key focus areas of RSCC by road administrations and authorities: (i) Road User Behaviour, (ii) Types of Road Safety Campaigns, (iii) Target Audiences, (iv) Campaign Media, and (v) Campaign Evaluation 1.