WHO Road Safety Mass Media Campaigns Toolkit
Global, Global
Developed through the Bloomberg RS10 project, the WHO toolkit documents lessons from 30+ mass media campaigns across 9 countries addressing speeding, drunk driving, and non-use of helmets, seatbelts, and child restraints. Campaigns from Russia, Brazil, India, China, Turkey, Kenya, Cambodia, Vietnam, and Mexico used TV/radio PSAs highlighting consequences including death, injury, disability, fines, and imprisonment. The toolkit provides evidence-based guidance for designing effective campaigns in low- and middle-income countries where 90% of road traffic fatalities occur.
Theme Areas
Behavior Goal
Provide evidence-based guidance for road safety campaigns; highlight consequences of dangerous behaviors; support LMICs in developing effective mass media interventions
Target Audiences
Methods & Approaches
Channels
Implementers & Partners
- World Health Organization (WHO)
- Bloomberg Philanthropies partners
Donors & Sponsors
- Bloomberg Philanthropies
Key Takeaways
- 1Mass media campaigns most effective when combined with enforcement
- 2Fear-based messaging effective when paired with actionable alternatives
- 3Campaigns should address local context and cultural factors
- 4Multi-channel approach (TV, radio, billboards) maximizes reach
- 5Toolkit enables knowledge transfer to resource-limited settings