Violence and Injury Prevention

Developing road safety campaigns

The creation of successful behaviour change campaigns like those included in this library is a complex, time-consuming and costly process. Investing the knowledge, skills and resources required to develop these campaigns based on the needs to be addressed and the best available evidence on what works is vital to their success in terms of producing the desired change in behaviour.

An evidence-based behaviour change campaign follows four phases in the course of its creation:

  • research/design
  • production
  • dissemination
  • evaluation

Phases for the development of road safety campaigns

The campaigns included in this library have all been developed according to the process outlined above. They were produced for a specific country or culture, tested by focus groups, and adapted based on the findings and recommendations of the focus groups. The end result is that the campaigns have a precise target audience, a clear storyline, and a well-defined message or concrete call to action.

The campaigns in this library provide possible concepts for storylines and messages based on which entirely new campaigns could be developed. With the appropriate permission, some of the campaigns could be adapted simply by dubbing or subtitling the campaign into relevant national or local languages. Rigorous testing through focus groups with the intended target audience would indicate if an existing campaign could be adapted in such a way as to achieve the needed behaviour change.

While the use of the materials in this library should be self-explanatory, those wishing further information or clarification may contact Elena Altieri, WHO Communications Officer, on