Evaluation of the Girls take action campaign

’Girls take action’ is a campaign aimed at 16 to 19 year old girls. The main idea of the campaign is to make these girls aware of various risk factors in traffic, and show them that, for passengers, it is important to speak out about reckless driving. The main aim of this study was to conduct an effect evaluation of the campaign, i.e., to investigate if the campaign has had any effect on attitudes and self-reported behaviour. TØI has conducted two questionnaire surveys, one in 2007 and one in 2010. Answers from two groups of young girls – one group with girls participating in the campaign and one control group – have been compared. There is little evidence that the campaign has had any effect. There is, however, a stable time trend showing that the girls in both groups are more safety oriented in 2010 than they were in 2007. Moreover, there is a small tendency for girls in the intervention group to reveal better safety attitudes than the girls in the control group. However, this applies to both 2007 and 2010, indicating that the girls in the intervention group are somewhat more safety oriented in the first place. The girls in the intervention group have a positive attitude towards the campaign.