Impact measurement of the “sikker trafik live” (“road safety live”) campaign - sub-report 1

Road accidents are one of the most frequent causes of death among young people under the age of 25, and around one in five serious accidents involves a young person between 15 and 24 years.

In an attempt to break the statistics, in collaboration with TrygFonden, the Danish Road Safety Council has launched the “Sikker Trafik LIVE” (“Road Safety LIVE”) educational campaign, which involves talks at schools by LIVE ambassadors who have been injured in road accidents. The aim of the campaign is for young people to become involved and to reflect on the choices they make in traffic. 

This report presents an impact measurement of “Sikker Trafik LIVE”. The measurement was conducted at 93 schools selected to participate in the survey and subsequently randomised to receive a visit by a LIVE ambassador, either in the autumn of 2016, or the spring of 2017. Data was collected by means of an electronic questionnaire in the period August-September 2016, and again in January 2017, before the control group was paid a visit by a LIVE ambassador. 

Positive impact on pupils knowledge

The measurement focused on three overall themes: knowledge, opinions and behaviour. Overall, “Sikker Trafik LIVE” was found to have positive impacts, in particular with regard to pupils’ knowledge and opinions about road safety: fewer pupils thought that speeding and not wearing a seat belt were acceptable. Furthermore, a higher number of young people in the intervention group asked others to wear a seat belt. In addition, the measurement suggests that it would be beneficial to focus more on young people’s behaviour in traffic, in particular when cycling, because many young people still use their mobile phones while riding their bicycle.