A theory-based approach to the design and evaluation of anti-speeding messages to target high risk road users' attitudes and behaviours. The proposed research offers three significant benefits. First, this research will develop an improved approach to aid the design and testing of road safety anti-speeding messages. Second, the research will identify the most effective advertising messages for different groups of drivers at risk of being involved in road-related trauma such as young males. Third ....A theory-based approach to the design and evaluation of anti-speeding messages to target high risk road users' attitudes and behaviours. The proposed research offers three significant benefits. First, this research will develop an improved approach to aid the design and testing of road safety anti-speeding messages. Second, the research will identify the most effective advertising messages for different groups of drivers at risk of being involved in road-related trauma such as young males. Third, through improving the persuasiveness of anti-speeding advertising messages, the research may contribute to a reduction in the extent to which drivers engage in speeding which, in turn, may lessen speeding-related road trauma which would have significant benefits not only for road safety but for public health more broadly. Read moreRead less