There is an obvious need for an innovative approach in restructuring road safety policies and programmes. Rigorous accident analysis and scientific evidence are at the basis of new road safety initiatives. In implementing them public communication and, increasingly, social marketing are necessary to achieve acceptance and tangible results. The benefits of the OECD approach to "marketing of road safety" have now been recognised worldwide. The need is to go beyond the conceptual message and to identify areas and measures where targeted actions can be enhanced by marketing efforts. Consumer orientation demands that road users, the driving public and interested organisations which expert an influence on road expert an influence on road safety be mobilised as potential partners in a free market. By analysing which other organisations and bodies exert an influence on behaviour in traffic, eg car manufacturers, transport companies, the catering industry and education, and which interests and opinions play a role in this regard, authorities can ensure greater co-operation and a broader base of support for road safety. (A)
Samenvatting