ABSTRACT
Road safety communication campaigns take place in what researchers refer to as a saturated media environment. These include advertising, entertainment, and news media. This chapter suggests with other media content that influence peoples beliefs and normative conceptions. It explores with news media coverage and framing of road safety issues and continues with the depiction of driving in entertainment media. The chapter presents examples of early road safety communication initiatives from the 1930's and 1940's from the UK, US, and Australia, including recent popular US crash. Several examples of the activities of advocacy organizations are presented in the following section. In 1917 Royal Society for the Prevention of Accidents distributed hints to Drivers of Horsed and Motor Vehicles, and to Cyclists, in the next two decades its road safety communication activities focused on pedestrian. In the late 1940's, an Australian road safety campaign focused on drivers, rather than pedestrians, and also chose to dramatically feature the theme of death.
