Evaluation of Foolsspeed Campaign - Final Phase

This report evaluates the final advertising phase of the Road Safety Scotland Foolsspeed initiative, focusing on the 'Doppelganger' television advert and its perceived impact within, and relationship to, the wider Foolsspeed campaign. It also provides a retrospective of the campaign as a whole and discusses issues involved in using the Theory of Planned Behaviour as a model on which to base road safety campaigns.

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Published: March 2007