This report was produced by an international Scientific Expert Group of the OECD Road Transport Research Programme. The purpose of this research project was to analyze possibilities of using marketing, especially social marketing, to improve road and traffic safety work. The report contains the following chapters: a general introduction to the problem (Chapter I); the philosophy of marketing (Chapter II); the application of social marketing in road safety practice (Chapter III); an analysis of the current situation concerning road safety publicity campaigns in OECD countries (Chapter IV); and a presentation of selected case studies of road safety programmes in which marketing principles were used to some extent (Chapter V). The report is rounded off by a chapter on conclusions and recommendations (VI); in addition, two Annexes present the survey questionnaire of the Group as well as an extented bibliography on the subject. The study is aimed at making those who are directly involved in safety work, including policy- and decision-makers, more familiar with the methods, advantages and possibilities of marketing as an instrument for enhancing road safety approaches and encouraging them to use it consistently in research and evaluation.
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