Developing and Evaluating Safe Winter Driving Messages

Project Number: Clear Roads 08-02/ WisDOT 0092-09-21
Status: Completed, March 2010
Investigator: thembcgroup

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
Report brief

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 were to produce winter driving safety messages aimed at high-risk drivers. Researchers were asked to identify the target audience and develop safe driving messages and formats for distribution nationwide with the goal of reducing crashes, injuries and deaths related to winter driving.

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

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