Research
DOE’s publicity campaigns are developed to deal with a major cause of death and serious injury. They are carefully designed to deliver messages to all road users, but particularly to those responsible for causing death and injury on the roads or to those most at risk.
The three main causes of death and injury on our roads are excessive or inappropriate speed, inattention or attention diverted and consumption of alcohol or drugs. Whilst the absence of a seat belt is not a causation factor in a collision, it is certainly a causation factor in the severity of the injuries sustained.
The strategy and evaluation of ‘Damage’ has been informed by two independent research sources:
- Northern Ireland Seat Belt Survey
This series of surveys began in 1994. Data is collected from 15 sites throughout Northern Ireland, consisting of 6 rural, 3 motorway and 6 urban locations.
Since the launch of ‘Damage’ survey results have shown a consistent increase in seat belt wearing - pushing seat belt wearing rates in Northern Ireland to its highest ever level. - Tracking and Monitoring of Awareness, Attitude and Influence
Research conducted on a campaign by campaign basis by independent research companies.