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How much did the campaign "Nemyslíš - zaplatíš!" reduce accident rate on czech roads?
 Jermanová, Kateřina ; Lahvička, Jiří (advisor) ; Chytil, Zdeněk (referee)
This thesis deals with the impact of media campaigns on reducing road deaths. Specifically, it is focused on the Czech "Nemyslíš - zaplatíš!" campaign of years 2008-2010. Comparation of panel data of Czech Republic and 10 other European countries revealed, that the effect of the campaign was decrease of accident rate in the range of 0 % - 14.2 % (confidence interval of 95%) for the whole period, with 1.2 % to 16.9 % reduction in the last year. Thus, I proved the efectiveness of the campaign, but not as strong as was previously reported. The results were then applied to the cost-benefit analysis. Using the quantification of the cost of a road death, I came to conclusion that the campaign prevented additional costs of at least 158 million CZK in its last year. The campaign was profitable, even though its efficiency was lower than presumed.
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