This paper discusses how the use of `social marketing' could improve the effectiveness of a wide range of accident countermeasures and road safety programmes. Social marketing involves the design, monitoring and implementation of programmes, to increase the acceptability of an idea, cause or practice in a target group or groups. Its techniques include: (1) market segmentation; (2) consumer research; (3) concept development; (4) communication; (5) incentives for users; and (6) consumer orientation and/or involvement to maximise the response of target groups. Social marketing is complementary to conventional approaches such as engineering, education and enforcement methods. It is strongly consumer-oriented, and can stimulate and support road safety publicity campaigns, education, training, the introduction of legislation, etc. Its application focuses much more on road users and their perceptions and motivations. It requires the adaptation of set objectives to the perceived requirements, cost and benefits of the target group. It encourages promotion of remedial measures and communication with the public on anticipated costs and benefits. So far, its use in road safety work has been very limited; it should now be greatly extended.
Abstract