Review of Risk Communication Strategies And Existing Alcohol-Impaired and Distracted Driving Safety Messages: Technical Report

Zakrajsek, Jennifer; Eby, David W; Molnar, Lisa J; St Louis, Renee; Zanier, Nicole; Stanciu, Sergiu C.; Elliott, Emma · 2023 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This technical report, commissioned by the National Highway Traffic Safety Administration (NHTSA) and conducted by the University of Michigan Transportation Research Institute, addresses the need for evidence-based strategies to prevent distracted driving behavior (DDB) and alcohol-impaired driving. Motivated by the significant proportion of motor vehicle fatalities and injuries attributed to these behaviors, the study aims to identify psychological and communication theories that can support effective traffic safety campaigns. The research seeks to provide state and local jurisdictions with resources to design campaigns that complement high-visibility enforcement efforts by incorporating behavior change theories into their messaging strategies. The methodology comprised four primary tasks. First, a comprehensive literature review identified 29 behavior change theories relevant to health and safety communication, focusing on those applicable to DDB and impaired driving. Second, researchers conducted an internet search to select a sample of 16 DDB campaigns and 13 impaired-driving campaigns implemented by states, local jurisdictions, or non-government entities, ensuring each had identifiable messages, target audiences, and outreach components. Third, an expert panel reviewed these campaigns to categorize them based on the presence of specific theoretical underpinnings and constructs. Finally, interviews were conducted with State Highway Safety Office representatives to gather insights on campaign design, implementation, and media usage. The findings revealed that behavior change theories are frequently observed in current campaigns, though often unintentionally. On average, two theories were applicable to each campaign, with a range of zero to eight. The Information-Motivation-Behavioral Skills (IMB) model was the most frequently observed theory, appearing in all 16 DDB campaigns and many impaired-driving campaigns, primarily through the provision of informational content. Other highly prevalent theories included the Health Belief Model, Extended Parallel Process Model, Deterrence Theory, Social Learning Theory, and Health Action Process Approach. The "Faces of Drunk Driving" campaign exhibited the highest theoretical density, incorporating eight distinct theories. Conversely, some campaigns, such as "X the TXT," displayed minimal theoretical application. Interviews with state representatives indicated that campaign design approaches are largely homogeneous, often following NHTSA recommendations and utilizing a broad range of media, including social platforms, billboards, and public service announcements. The study concludes that while behavior change theories are evident in existing campaigns, their application is not always intentional or clearly defined, even to experts. The authors emphasize that no single theory is universally superior; instead, theory selection should depend on the specific behaviors and target audiences. The report highlights a gap in user-friendly resources for states, noting that practitioners desire straightforward, example-based guidance to integrate theory into campaign design. The findings suggest that incorporating theoretical frameworks can enhance the logic and internal consistency of safety campaigns, potentially increasing their effectiveness. However, further evaluation is required to determine the specific impact of theory-based design on campaign outcomes. The report serves as a foundational resource for developing more effective, theory-informed strategies to combat impaired and distracted driving.

Key finding

Behavior change theories are commonly observed in existing distracted and impaired driving safety campaigns, with the Information-Motivation-Behavioral Skills model being the most frequently identified theory, although their application is often unintentional and lacks clear definition.

Methodology

mixed_methods

Sample size: 29

Provenance

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Topics

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

• public messaging
• traffic safety culture
• seat belt use
• behavioral adaptation risk compensation
• risk taking
• decision making risk perception

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
• Theoretical Contribution: theory or model