New tool launched to support development of strong road safety mass media campaigns around the world.

In January 2014, WHO released an ‘Online library of road safety mass media campaigns’, a new resource for governments and civil society organisations. The library, which contains powerful road safety video and audio campaigns from around the world, is intended as inspiration for those planning to produce their own campaigns by offering a range of creative ideas and concepts. It is hoped that facilitating access to these campaigns will save those planning to produce them valuable time and resources (figure 1). The library, which is searchable by topic, such as drinking and driving, motorcycle helmets and seatbelts, language or WHO region, currently includes around 60 campaigns from Australia, Brazil, Cambodia, Canada, Czech Republic, India, Kenya, Mexico, Russian Federation, Spain, Turkey, the UK and Vietnam. Each campaign is presented with a one-page description including the campaign’s target audience and key messages. Mass media campaigns are an important component of a government’s overall response to the road safety challenge. In isolation, such campaigns do not have a long-lasting impact on changes in behaviour. However, as a complement to comprehensive road safety legislation and stringent enforcement, they can help increase public awareness and persuade the public to abide by road safety laws.