Safety messages and visibility of vulnerable road users for drivers

•The low conspicuity of motorcycles and pedestrians (VRU) may be related to car drivers’ cognitive processing of information.•2 groups carried out a VRU detection task in a car-driving simulator.•The informed group watched a film presenting safety messages concerning VRU vulnerability.•The Informed group detected VRUs easily and managed their speed in order to drive more safely.•Results are discussed according to emotional state of car drivers and VRU vulnerability awareness. The aim of this study was to evaluate the possibility of enhancing the visibility of motorcycles and pedestrians for motorists via safety messages concerning the vulnerability of these road users. In several cases of collision between cars and vulnerable road users (VRU), car drivers failed to detect the latter in time to avoid collision because of their low conspicuity. 2 groups of 17 motorists (23.6years old) carried out a VRU detection task in 2 sessions in a car-driving simulator after either watching or not watching a film presenting safety messages about the vulnerability of these road users. Participants had to detect pedestrians and motorcyclists standing at the road side or who appeared on different parts of the road. The group of motorists who watched the film detected these VRUs at a greater distance and drove safely in zones which constitute a high risk of collision for pedestrians (key areas). Only the intensity of anger felt after the film can explain the improvement in VRU visibility distance. Moreover, this improvement was also associated with a modification in speed management in key areas. This last result provides evidence of the importance of top down processes in the detection of VRUs by motorists. The film enhanced VRU visibility and led to safer driving behaviour for pedestrians. The practical implications of these results for safety campaigns and future directions of research on the emotional states of motorists and their perception during driving are considered. We examine motorists’ ability to detect motorcycles and pedestrians (VRUs) in a simulated car-driving task after watching a film presenting safety messages about VRU vulnerability. Informed motorists detect VRU sooner and drive in a safer way for pedestrians. We also consider practical implications and futures lines of research related to safety campaigns.