A better understanding of how to engage road users effectively in such campaigns and ways to measure effectiveness would help create successful and sustainable initiatives.
Status: Completed (published as BTSCRP Research Report 14 in October 2025)
This project develops a framework to help state highway safety offices design and evaluate public awareness and education campaigns that encourage safer road user behavior. Published as BTSCRP Research Report 14, the study addresses the need for stronger evidence on what makes traffic safety campaigns effective and how to measure their impact.
The research reviews current practices in behavioral traffic safety campaigns and notes that many evaluations focus on communication outputs rather than changes in behavior. It identifies the components of successful campaigns and examines how states can structure efforts that engage road users and support measurable safety outcomes.
The report provides a scalable framework that outlines the steps for planning, implementing and evaluating public education and awareness efforts. It includes examples of effective strategies, guidance on selecting campaign components and tools that support consistent evaluation.
Supplemental materials include a costing tool and an evaluation matrix that help agencies apply the framework in practice.
This work supports SHSOs and partners responsible for developing, managing and assessing behavioral traffic safety campaigns.