Evaluation of the traffic safety measure "Being dead isn't cool"

This study evaluates a road safety campaign show called "Being dead isn’t cool", presented at junior high schools in three counties of Norway. The campaign aims to raise adolecents' awareness about road accident risk and to promote healthy attitudes towards road safety. The evaluation showed that the show was well received by adolescents, who generally stated that they think differentely about road safety after seeing the performance. However, seeing the show and participating in group discussions about road safety before and after the show did not contribute to significant changes in adolecents' attitudes, intentions or behaviour. The implications for revising the campaign, and for future efforts to promote safe road behaviour among adolescents, are discussed in the report.