Developing and Evaluating Safe Winter Driving Messages

Project Number: Clear Roads 08-02/ WisDOT 0092-09-21
Investigator: thembcgroup

Problem
Many states have created their own winter driving safety campaigns at substantial cost to each state. With limited agency budgets, the members of the Clear Roads pooled fund would like to ensure that future investments target the most critical audience in the most effective format possible.

Objective
The objectives of this project are to produce, distribute and evaluate winter driving safety messages aimed at high-risk drivers. Researchers will develop recommendations for refining the safe driving messages and formats for application nationwide. The goal is to reduce crashes, injuries and deaths related to winter driving.

Results
The project produced public service announcements and internet banner ads targeted at high-risk demographics to change their winter driving behavior.

Final Deliverables

Final Speedometer 7s
Final Speedometer 15s (version 1)
Final Speedometer 15s (version 2)
Final Speedometer 30s (version 1)
Final Speedometer 30s (version 2)
Flash Ads (.zip)
Final Report 3-29-10

Status Reports
March 31, 2010 (57 KB)
December 31, 2009 (106 KB)
September 30, 2009 (93 KB)
June 30, 2009 (85 KB)