A preliminary evaluation of the impact of local accident information on the public perception of road safety

The World Health Organisation (WHO) estimate that road traffic accidents represent the third leading cause of “death and disease” worldwide. A number of countries have, therefore, launched safety campaigns that have reduced their fatalities. In almost every case, however, this reduction has not been matched by a fall in the total frequency of road traffic accidents. Low-severity incidents remain a significant problem. “Attribution error” provides one plausible explanation for this phenomenon. Most drivers believe that they are less likely to be involved in an accident than other motorists. Existing road safety campaigns do little to address this problem; they focus on national and regional statistics that often seem remote from the local experiences of road users. This paper, therefore, describes the design and development of a system to provide the general public with access to information on the location and circumstances of road accidents in a Scottish city. The closing sections describe the initial results from a psychometric study that is intended to determine whether the information provided by such an application will have any impact on individual risk perception.