MARKETING TRAFFIC SAFETY AS A CONSUMER PRODUCT IN VICTORIA, AUSTRALIA

The State of Victoria, Australia has placed a strong emphasis on high profile public education as the key element in achieving permanent reductions in the road toll. The Transport Accident Commission has developed a communication strategy to complement the law enforcement initiatives discussed elsewhere. The campaign is unashamedly provocative in order to force a fundamental change in thinking about attitudes to drinking/driving, speed and concentration on the driving task. The aim was market road safety as a desirable consumer product in order to achieve lasting changes in attitude and behaviour. This campaign has been powerful and effective. In random surveys, 92% of people are able to recall the material unaided and 98% approve the content even if they found it personally disturbing. This community support has been maintained over two years. The campaign has had a total budget of $AUS25 million. (A) For the covering abstract, see IRRD 866577.

Language

  • English

Media Info

  • Pagination: p. 1437-42
  • Monograph Title: ALCOHOL, DRUGS AND TRAFFIC SAFETY-T92. CONFERENCE PROCEEDINGS

Subject/Index Terms

Filing Info

  • Accession Number: 00729778
  • Record Type: Publication
  • Source Agency: Transport Research Laboratory
  • ISBN: 3824901315
  • Files: ITRD, ATRI
  • Created Date: Dec 26 1996 12:00AM