The impact of a media campaign in the reduction of risk-taking behavior on the part of drivers.

As part of an ongoing media educational campaign to enhance pedestrian safety in the Victoria (Canada) metropolitan area, multimedia campaigns have been targeted at drivers. This paper evaluates the campaign that focused on encouraging left-turning drivers to yield. Observers monitored five signalized intersections during five separate weeks. Logistic regression analyses indicate that this media campaign produced a long-term effect of increasing drivers' yielding behaviors.