Background NHTSA estimates that, as of April 1, 2003, 10,789 lives have been saved by air bags. However, air bags have been linked with the deaths of 229 people over the same time period with many of the victims being children. In response to these tragedies, public awareness programs have been conducted in an effort to inform the public as to the benefits of air bags as well as the potential dangers that air bags can pose. NHTSA is currently revising its messages to parents about the potential hazards of air bags for children.

ObjectiveExamine the effectiveness of air bag information campaigns, especially any new campaign incorporating NHTSA's revised safety message, as evidenced by public awareness of the life-saving potential and possible hazards of air bags. Determine how the messages are received by the target audience.

Proposed Approach Examine the processes and outcomes of the various air bag information campaigns. Perform a literature review of the campaign plans to examine the organization, methodology, expected outcomes. Examine any existing evaluation reports of specific campaign outcomes including studies regarding public knowledge and perceptions of air bags and their proper use. Compare expectations to actual outcomes. Survey a sample from the target audience to document how the messages were perceived by the target audience. Develop an overall summation report of the various campaigns. The evaluation is likely to take 3-4 years, because it will require developing and conducting a survey.