Abstract
This paper addresses the importance of the results evaluation
processes in the education and road safety campaigns, although they have
achieved remarkable progress in praxis, evidenced a lack of information as to
the relevance and suitability of the tools of communication in prevention. The
objective was to validate an education and road safety campaign implemented
by the Municipal Transit and Transport Company of the city of Cuenca
(Ecuador) in 2014, for which qualitative and quantitative techniques were used,
choosing a stratified probabilistic sample of 304 university students, (age: 15-
39). The data collection instruments were: focus group, questionnaire and
statistical records, interpreted through content analysis and descriptive
statistics. The findings indicate that the most frequent perception about the
causes of accidents is: alcohol consumption, speeding, cell phone use.
Likewise, the campaign "Best to Prevent" obtained a level of generalized
recognition, but it was the younger ones who received more influence of their
content of communication. Results that corroborate that the methods of
motivation and persuasion do affect the attitude changes, which influences the
transformation towards a culture of road prevention.
Keywords: evaluation; accident prevention; education and road safety
campaigns.
Date Received: 29-04-2017
Date Acceptance: 03-06-2017
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Arbitrado
Advertising Efficiency in Road Safety Prevention Campaigns