In 1993 the OECD released a scientific expert report on the Marketing of Traffic Safety. In 1994, a conference in South Africa pursued the topic further. What is marketing's potential to prevent unsafe road user behaviour? This paper draws upon the author's honours masters thesis (Social Marketing) and two decades experience in attempting to induce voluntary compliance to traffic safety laws. Marketing will be presented as a technology to be applied, a unique approach to persuasion, a form of analysis. Differences between marketing products and services versus changing fundamental behaviours will be examined. Marketing's unique approach to persuasion will be contrasted with social advocacy. Marketing's contribution will be seen to be its disciplined approach to activating behaviour. Marketing has potential for prevention but not what or as much as some of its promoters advocate. (A)
Samenvatting