SOCIAL MARKETING AND TRAFFIC SAFETY: A STUDY INTO THE WORKING AND POSSIBLE APPLICATION OF SOCIAL MARKETING TO THE INCREASE OF TRAFFIC SAFETY

SOCIALE MARKETING EN VERKEERSVEILIGHEID: EEN STUDIE NAAR DE WERKING EN MOGELIJKE TOEPASSING VAN SOCIALE MARKETING TER VERGROTING VAN DE VERKEERSVEILIGHEID

A study has been made of the working and possible application of social marketing to the increase of traffic safety. In this context, social marketing can be seen as an integrated system to create and keep the required traffic behaviour by changing the circumstances, knowledge and attitudes of road users, on the basis of the willingness of and advantage to both road users and the (Dutch) government. Rewarding and promotion are considered to be important elements of social marketing. The following techniques of promotion via communication can be distinguished: mass, selective and personal communication. Attention is also paid to: traffic mortality, the use of seat belts, driving while under the influence of alcohol, and driving speeds. The most important conclusions of the study are as follows: (1) Social marketing should be directed in the first place at the greatest problems regarding traffic safety, namely: a) the errors made by novice road users; b) the traffic outside built-up areas (not the motorways); and c) the driving speed of business traffic; (2) By means of social marketing, novice errors can partly be anticipated by reducing the maximum speed of drivers having their driving licence less than one year; (3) For another part, social marketing should be used to promote the application of self- controlling techniques; (4) In general, isolated campaigns appear to be less effective than combinations of different campaigns; (5) Social influencing from the direct environment is a possibly effective method to promote traffic safe behaviour; (6) A co- ordination of various campaigns is desirable; and (7) traffic safety can be considered as a social dilemma.

  • Corporate Authors:

    Erasmas University of Rotterdam, Netherlands

    Wytemaweg 2A, PB 1738
    Rotterdam,   Netherlands 
  • Authors:
    • Antonides, G
    • VAN RAAIJ, W F
  • Publication Date: 1991

Language

  • Dutch

Media Info

  • Features: References;
  • Pagination: 68 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00629523
  • Record Type: Publication
  • Source Agency: Institute for Road Safety Research, SWOV
  • Files: ITRD
  • Created Date: Jun 14 1993 12:00AM