Samenvatting
This paper begins by distinguishing social advertising from social marketing by and discussing how it works. The steps of perception, communication, learning and persuasion are examined. A framework for social advertising in the field of road safety is proposed which includes strategies for bridging the information - knowledge - attitude - behaviour gaps in traffic safety communication. Examples of effective social advertising are noted. Suggestions are then made for the development of a model for social advertising in traffic safety which is particularly relevant to South Africa.