The research evaluated a variety of traditional and innovative behavioral traffic safety campaigns to identify noteworthy practices and cost-effective approaches.
Status: Research Completed (published in February 2026)
This project provides evidence‑based guidelines to help state highway safety offices select the most effective communication channels for delivering traffic safety messages. Published as BTSCRP Research Report 22, the study evaluates a wide range of traditional and emerging media strategies, including print, broadcast, digital, out‑of‑home, social, experiential, and partner co‑branding, to determine how each performs across different audiences and contexts.
The research synthesizes findings from case studies of multiple SHSOs and analyzes noteworthy practices and cost‑effective approaches used in behavioral traffic safety campaigns. It also examines how communication channel choices influence message reach, engagement and impact among various demographic groups.
The resulting guidelines support SHSOs and their partners in making informed, data‑driven decisions about media planning, resource allocation and campaign design to improve the effectiveness of traffic safety messaging.