Abstract
It was the aim of the Dead Sea project to change and improve traffic safety behaviour and lower the accident rates of professional drivers by applying principles and techniques known from social and traffic psychology. All interventions were based on a sample of 48 workers from one company. Extensive changes in attitudes were obtained by manipulating the workers' behaviour and causing them to publicly represent positive safety attitudes and values. The results show significant improvements in safety behaviour and reductions of accident rates. In spite of the fact that only a small minority of the workers in this plant directly participated in the programme, many others were influenced and improved their safety behaviour on the road. Therefore, the employed method seems to be not only effective but also very cost efficient.
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