The National Center for Rural Road Safety (Rural Safety Center) hosted a FREE, 1.5-hour online webinar.
This webinar featured information on the design of effective traffic safety messages based on an understanding of traffic safety culture. The webinar summarized different forms of traffic safety culture message including social norms. The webinar also discussed the importance of the message “frame” to be positive (rather than fear-based); namely, those that grow self-efficacy and align with audience values. Finally, the webinar discussed some aspects of message design to overcome audience resistance. Together, traffic safety culture messages can be more effective in changing behavior and be more acceptable to audience communities.
At the conclusion of this webinar, participants were able to:
- Identify different forms of message based on a model of traffic safety culture.
- Identify positive message frames.
- Interpret possible message effects on audience reactance.
This training was directed towards a very broad safety audience including, but not limited to, law enforcement, planners, engineers, first responders, elected officials, public health, tourism agencies, and safety culture experts. Participants had some basic familiarity with transportation safety.
Nic Ward, Center for Health and Safety Culture
Nic is Director of the Center for Health and Safety Culture at Montana State University. His background is in cognitive and social psychology to understand how perceptions and social factors influence behavior. The Center examines the role of culture in decision-making processes and ways to transform culture to sustain safe and healthy behavior.