Public Information and Education in the Promotion of Highway Safety (2007) / Chapter Skim
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Research Results Digest 322 August 2007 INTRODUCTION Public information and education (PI & E) programs have been used extensively in the highway safety field, although many programs have been of poor quality.
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addressing highway safety issues, it should be possible to learn from PI & E techniques that have been used in other health areas, even though each has its own characteristics that affect the approach and the likelihood of success. For example, regarding tobacco use, the desired behavior is not to smoke or to quit if you do.
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change programs. People may assume that if the program does not work, at least it will not do any harm.
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alternative to fear messages, more appropriate in some cases, is positive appeals that model safe behavior and evoke such emotions as humor (27)
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safety field using public information programs to publicize intensive law enforcement efforts. The best examples are from restraint use programs, both child restraints (41)
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program at Lackland Air Force Base, conducted in the early 1960s, featuring educational messages depicting driving after drinking as sick behavior (55)
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tion, contemplation, preparation, action, and maintenance (62)
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recent review of the literature by the CDC, it was noted that "many of the more recent school-based programs .
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mercial marketing, already existing motivations need to be channeled, whereas in attempting to change health behavior -- for example, to encourage proper driving -- the motivation must be induced as well as channeled. In simplest terms, social marketing is an approach for developing consumer-oriented programs.
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• Slogans that give simple exhortations for people to behave in certain ways to avoid undesirable outcomes. • Education programs that are lecture-oriented, information-only in nature.
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19. Ellickson, P
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46. Cameron, M
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71. Perkins, H
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Transportation Research Board 500 Fifth Street, NW Washington, DC 20001 These digests are issued in order to increase awareness of research results emanating from projects in the Cooperative Research Programs (CRP)
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