A Peer-to-Peer Traffic Safety Campaign Program

Stanley, Laura; Plumb, Carolyn; Pimley, Eric; Borden, Kelly · 2014 · ROSA P / Montana. Dept. of Transportation. Research Programs

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Summary

This study evaluates the effectiveness of a peer-to-peer traffic safety campaign, "Teens in the Driver Seat" (TDS), implemented in Montana high schools. The research addresses the high rate of motor vehicle crashes among teenagers, which is the leading cause of death for this demographic in the United States and Montana. Teen drivers are three times more likely than older drivers to be involved in fatal crashes, with rural teens facing more than double the risk of urban peers. The project was motivated by social norms theory, which posits that teens are more influenced by their peers than by authority figures. The goal was to determine if empowering students to create and deliver safety messages could improve awareness and reduce risky driving behaviors, building on the success of the TDS program in Texas. The researchers employed a case-control experimental design across four Montana high schools: two urban (Bozeman as treatment, Helena as control) and two rural (Sweet Grass/Big Timber as treatment, Manhattan as control). Approximately 2,700 students participated. The treatment schools implemented the TDS program, where students created outreach materials such as posters, videos, and social media content targeting risk factors like distracted driving, speeding, and seatbelt non-use. Data collection involved pre- and post-program surveys assessing driving attitudes, behaviors, and influential relationships, as well as focus groups in treatment schools. Demographic data, including ethnicity and standardized test scores, were analyzed to ensure comparability between treatment and control groups. Results indicated that the program successfully improved teens’ awareness of dangerous risk factors, particularly in rural schools. The campaign effectively reached students not directly affiliated with the program, with this effect being more prominent in rural areas than urban ones. However, self-reported driving behaviors largely remained unchanged, with the exception of an increase in seatbelt usage. Survey data revealed differences in influence sources: urban teens reported peers as the most influential factor, followed by parents, whereas rural teens reported peers and parents as nearly equally influential. Additionally, the effectiveness of specific media types, such as posters, varied by school size. The study concludes that peer-to-peer education is a viable strategy for increasing awareness of driving risks among high school students, particularly in rural communities. While the program did not significantly alter most self-reported risky behaviors, the increase in seatbelt usage and the broad reach of the campaign suggest potential for long-term impact. The findings imply that tailoring safety messages to local social norms and leveraging peer influence can enhance traffic safety education. The research supports the expansion of such programs, noting that student-led initiatives can create a culture of safe driving that complements regulatory measures like Graduated Driver Licensing laws.

Key finding

The peer-to-peer program significantly improved teen drivers' awareness of dangerous risk factors and increased seatbelt usage, with rural schools showing stronger effects than urban schools.

Methodology

other

Sample size: 2700

Provenance

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Topics

Ranked by relevance to this paper. Hover a topic for its definition.

• public messaging
• passenger effects
• driver education effectiveness
• parental management
• seat belt use
• traffic safety culture

Information type

What kind of knowledge this paper contributes, grouped by family — independent of topic (what it is about) and method (how it was studied).

• Applied Guidance: countermeasure evaluation
• Empirical Findings: observational prevalence, crash risk outcomes