Variable Message Signs (VMS) for Road Safety: The Combination of Message Framing and Colour Priming and on the Effectiveness of Seat Belt Usage Campaign

Utilising Variable Message Signs (VMS) for road safety campaigns, beyond their primary role of displaying traffic conditions, can contribute significantly to achieving Sustainable Development Goals (SDG) 11: Sustainable Cities and Communities. A notably high percentage of driver fatalities occur due to the failure to wear a seat belt, which prompted this study to investigate the effectiveness of VMS in Leeds. This research, which had not previously been conducted, explored the impact of pairing message framing and colour priming to encourage seat belt use. This study was conducted using an online questionnaire-based experiment, with four groups of participants based on the combination of positive vs. negative framing and red vs. blue priming. The results revealed that knowledge significantly influenced message recall and contradictory combinations like negative framing with red were found effective. This combination enhanced recall and heightened participants’ perceived efficacy regarding seat belt use, potentially reducing severe injuries and fatalities, aligning with the goals of SDG 11.