That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study
Road safety campaigns aim to facilitate behaviour change and are a key strategy for targeting young adult vulnerable road users (YA-VRUs). Employing a user-centred design approach, we conducted workshops with 30 YA-VRUs in the Australian Capital Territory and the Australian state of Victoria to unde...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-05-01
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| Series: | Transportation Research Interdisciplinary Perspectives |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2590198225001095 |
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| author | Shivani Tyagi Nicki Wragg Fanny Suhendra |
| author_facet | Shivani Tyagi Nicki Wragg Fanny Suhendra |
| author_sort | Shivani Tyagi |
| collection | DOAJ |
| description | Road safety campaigns aim to facilitate behaviour change and are a key strategy for targeting young adult vulnerable road users (YA-VRUs). Employing a user-centred design approach, we conducted workshops with 30 YA-VRUs in the Australian Capital Territory and the Australian state of Victoria to understand YA-VRUs’ needs when encountering road safety campaigns that promote personal control and responsibility. Our findings show that effective campaigns go beyond YA-VRUs’ demographic profiling to consider their intersectional identities, particularly multiple road user roles (e.g., driver, cyclist, and/or pedestrian). We offer new insights on the importance of realistic imagery and subjects, tailored messaging for different road user types, and localised road safety issues. In addition, we propose a new message appeal type, “instructive” messaging, which provides specific information that is purposeful and actionable during road use and resonates with YA-VRUs’ needs. |
| format | Article |
| id | doaj-art-e50caa4537264acba5aecca3222e4e07 |
| institution | OA Journals |
| issn | 2590-1982 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Transportation Research Interdisciplinary Perspectives |
| spelling | doaj-art-e50caa4537264acba5aecca3222e4e072025-08-20T02:37:03ZengElsevierTransportation Research Interdisciplinary Perspectives2590-19822025-05-013110143010.1016/j.trip.2025.101430That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case studyShivani Tyagi0Nicki Wragg1Fanny Suhendra2Department of Communication Design, School of Design and Architecture, Swinburne University of Technology, John Street, Hawthorn, Victoria 3122, AustraliaSchool of Business, Law and Entrepreneurship, Swinburne University of Technology, John Street, Hawthorn, Victoria 3122, Australia; Corresponding author.Department of Communication Design, School of Design and Architecture, Swinburne University of Technology, John Street, Hawthorn, Victoria 3122, AustraliaRoad safety campaigns aim to facilitate behaviour change and are a key strategy for targeting young adult vulnerable road users (YA-VRUs). Employing a user-centred design approach, we conducted workshops with 30 YA-VRUs in the Australian Capital Territory and the Australian state of Victoria to understand YA-VRUs’ needs when encountering road safety campaigns that promote personal control and responsibility. Our findings show that effective campaigns go beyond YA-VRUs’ demographic profiling to consider their intersectional identities, particularly multiple road user roles (e.g., driver, cyclist, and/or pedestrian). We offer new insights on the importance of realistic imagery and subjects, tailored messaging for different road user types, and localised road safety issues. In addition, we propose a new message appeal type, “instructive” messaging, which provides specific information that is purposeful and actionable during road use and resonates with YA-VRUs’ needs.http://www.sciencedirect.com/science/article/pii/S2590198225001095Behaviour changeCampaign effectivenessProblem road use behaviourRoad safetyVulnerable road userUser-centred design |
| spellingShingle | Shivani Tyagi Nicki Wragg Fanny Suhendra That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study Transportation Research Interdisciplinary Perspectives Behaviour change Campaign effectiveness Problem road use behaviour Road safety Vulnerable road user User-centred design |
| title | That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study |
| title_full | That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study |
| title_fullStr | That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study |
| title_full_unstemmed | That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study |
| title_short | That resonated with me: A user-centred approach to understanding young adult vulnerable road users’ road safety campaigns messaging needs—Case study |
| title_sort | that resonated with me a user centred approach to understanding young adult vulnerable road users road safety campaigns messaging needs case study |
| topic | Behaviour change Campaign effectiveness Problem road use behaviour Road safety Vulnerable road user User-centred design |
| url | http://www.sciencedirect.com/science/article/pii/S2590198225001095 |
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