DESIGNING AND TESTING THEORY BASED ROAD SAFETY MESSAGES
DR RICHARD TAY
Vice Chancellor Senior Research Fellow in the School of Business IT & Logistics, RMIT University, Australia
04 JULY 2018 (WEDNESDAY)
ROOM 6-12B, HAKING WONG BUILDING, HKU
JOINTLY ORGANIZED BY:
Department of Civil Engineering, The University of Hong Kong
Institute of Transport Studies, The University of Hong Kong
Hong Kong Society for Transportation Studies
Road safety education campaigns had been widely used in many jurisdictions to raise public awareness of traffic safety issues, modify drivers’ behaviours and improve safety. Despite their prevalence, relatively few studies had been conducted to examine their efficacies and few messages were designed using behaviour change theories. In this research program, we developed several key message characteristics from well-established psychology, health and communications models, including perceived severity of threat shown, response efficacy, self-efficacy, cost and benefit of preventive strategies, realism and credibility. These constructs were used to design and test several different road safety communications and messages. We found that the key message characteristics were positively correlated with self-reported changes in behavioural intentions using road user survey from several different countries.
ABOUT THE SPEAKER:
Dr Richard Tay is currently the Vice Chancellor Senior Research Fellow in the School of Business IT & Logistics at RMIT University in Australia. He was the Chair in Road Safety Management in the Faculty of Business, Economics and Law at La Trobe University, the AMA Chair in Road Safety in the Department of Civil Engineering at the University of Calgary in Canada and the Associate Professor in Road Safety in the School of Psychology at Queensland University of Technology.
He has published extensively in road safety and currently serves on the editorial board of several journals, including Accident Analysis and Prevention, Journal of Transportation Safety and Security, Journal of Advanced Transportation, International Journal of Transportation, International Journal of Sustainable Transportation, Urban, Planning and Transportation Research, Journal of the Australian College of Road Safety, and Analytic Methods in Accident Research.
He has completed many research and consultancy projects for businesses, not-for-profit organisations and government agencies. He has been invited to serve on many technical committees, expert panels, advisory boards and task forces on transportation policy and road safety in Australia and around the world. He has also been invited to speak at and chair technical sessions at many transportation and safety conferences around the world. He has also been invited regularly comment on road safety issues by the New York Times, Washington Post, International Herald Tribune, London Times, Los Angeles Weekly, as well as news media in Singapore, UK, Bangladesh, Nigeria, Hong Kong, Canada, USA, New Zealand & Korea.