Marketing traffic safety as a consumer product in Victoria, Australia.

Author(s)
Forsyth, I. & Ogden, E.J.D.
Year
Abstract

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)

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Publication

Library number
C 10496 (In: C 10471 [electronic version only]) /83 / IRRD 884438
Source

In: Alcohol, drugs and traffic safety : proceedings of the 12th International Conference on Alcohol, Drugs and Traffic Safety T92, held under the auspices of the International Committee on Alcohol, Drugs and Traffic Safety ICADTS, Cologne, Germany, 28 September - 2 October 1992, Band 3, p. 1437-1442

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.