A large number and variety of media are used today in traffic safety work. A survey undertaken by OECD revealed a focus on the print and AV media used as mass media. Many road safety organisations report that the decision on the use of a particular medium for a particular measure is generally not arrived at anew for each measure in question. Many organisations simply rely on long-term experience. Since the habits and lifestyles of a group are likely to change or even the composition of the target groups themselves, the decision on a particular medium and the time and place of its use within the context of a road safety measure based on the criteria of social marketing must be arrived at anew for each single measure in question. The paper describes how this is to be done as well as going into the advantages and drawbacks possible associated with the decision for or against a particular medium. (A)
Abstract