Effective road safety campaigns: A practical handbook

Effective road safety campaigns: A practical handbook

Accid. Anof. & Prev. Vol. 22. No. 4. pp. 403-406. Primed in Great Britain. ow1-4575/90 s3.00 + .xl Q 1990 Pergamon Press plc 1990 RECENT PUBLICATIO...

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Accid. Anof. & Prev. Vol. 22. No. 4. pp. 403-406. Primed in Great Britain.

ow1-4575/90 s3.00 + .xl Q 1990 Pergamon Press plc


RECENT PUBLICATIONS Accident Analysis and Prevention invites authors and publishers to submit material for presentation and review in Recent Publications. Books, conference proceedings, research reports and other full-length studies are welcome. Readers willing to review publications for the journal are asked to submit their name, address and areas of interest to the Book Review Editor. Corresponden&e should be addressed to: Mary L. Chipman Book Review Editor Department of Preventive Medicine and Biostatistics University of Toronto Toronto, Ontario Canada MSS IA8

BRIEF REVIEWS Effective Road Safety Campaigns: A Practical Handbook. Barry Elliott. CR80, Federal Office of Road Safety, Transport and Communications, Canberra, Australia, 1989. 80 PP. Getting people to do “what is good for them” is no easier in road safety than it is for mothers whose children dislike vegetables. The author of this slim book is a veteran of many road safety campaigns using mass media in Australia and has also written a fourvolume sourcebook on the subject of making these campaigns effective. This volume is a summary of the longer work, presented in a format to demonstrate the author practising what he has been preaching. The layout of the book and the editorial philosophy seem designed to make road safety campaigns look doable. The text is divided into many short (rarely more than four paragraphs) sections, deeply indented on the page; the headlines grab at the reader’s attention; points are summarized in little boxes, and there are lots and lots of lists. It is clear, however, from a reading of the text, that effective campaigns are anything but easy. The author begins with a summary of what advertising can, and cannot, dowith emphasis on the latter. Assuming the reader has not been discouraged, he describes the work that is needed to plan a campaign and the development of campaign materials. He addresses the problems of managing a campaign once it is unde~ay, and what can go wrong (and it is no surprise to learn that something nearly always does). Finally, he discusses the processes of evaluating the campaign at each stage of its development. Although the booklet has been written as a “practical, stand-alone work” aimed at any reader involved in making decisions about such campaigns, it is unlikely to be sufficient for people charged with the development of major campaigns. It may, however, provide enough material to help them decide whether to invest in the four-volume sourcebook.

Fire Safety Science. Proceedings of the Second International Symposium. T. Wakamatsu, Y. Hasemi, A. Sekizawa, P. G. Seeger, P. J. Pagni, and C. E. Grant, editors. Hemisphere Publishing Corporation, New York, NY, USA, 1989. 956 pp. $160.00. ISBN O-89116 864-8. This volume contains nearly ninety scientific papers devoted to the study of fires; the sciences involved include physics (28 papers), chemistry (3 papers), toxicology (4 papers), 403