Promoting Quality of Life Through a Social Marketing Campaign for Road Safety

Abstract

Drivers’ distraction on the road due to use of mobile devices has been pointed out as one of the main causes of road accidents. The motorway concessionaire Ascendi, in Portugal, as part of its corporate social responsibility program, in partnership with the National Road Safety Authority, and the Police Forces—Republican National Guard (GNR) and Public Security Police (PSP)—, launched a social marketing campaign with the purpose of preventing road accidents, showing the dangers caused by driver’s distraction with mobile devices and promoting road safety as an element of quality of life. The innovative aspect of this campaign is the involvement of children aged from 7 to 10 years old, not as final target, but as ambassadors of safety and influencers of adults. Under the claim “Junior Patrol”, children take the role of safety agents, conveying the message to adults that they should avoid texting or reading messages in mobile devices, while driving. The campaign was designed to encourage desired behaviours as part of social norms, leading to quality of life. This chapter presents the campaign, exploring below the line communication tactics and digital media.

Teaching Notes

The case was developed to be discussed in a social marketing course with the main purpose of describing the following topics:

• 1. Segmentation in social marketing;

• 2. Social norms theory;

• 3. Positive appeals in social marketing

• 4. Road Safety as an element of quality of life.

In this sense, though the case does not use exclusively positive appeals, but also fear appeals and the dangers and risks of digital distraction on drivers’ behaviours, it is proposed a discussion about how this case may influence behaviours of future generations, adopting safety driving behaviours as the social norm. Further, the case also explores the role of children as influencers of adults’ behaviours. Influence marketing can be discussed in classroom, and the particular effect of children, as adults’ social conduct advisors. Finally, it is also encouraged the discussion of how road safety perception may influence quality of life perception.

Question 1: How do you describe the use of positive and negative appeals in this case?

The case presents both loss and gain frame. First, the negative consequences of an undesirable behaviour are shown, provoking sadness and compassion for the hurt dog. Then, the gain frame is explored encouraging children to promote safety with the empowerment of being a patrol agent with the purpose of influencing adults.

Question 2: Do you think the campaign promotes behaviour change under the assumptions of social norms theory?

The campaign targeted children promoting road safety as a social norm, instead of speed and mobile use. Targeting the next generation of drivers is a way of changing social norms in a long term, since norms may change across generations.

Question 3: Do you consider that the communication techniques used are appropriate to target children?

The theatre performance is adequate to children, as well as the drawing contest and the audio-visual campaigns in social media. An important asset to target this segment is the link with the patrol agent and the empowerment to share the message of road safety.

Question 4: What are the communication arguments that turn children into social marketing influencers? What other possible actions might be conducted to become children patrols of road safety?

Children become influencers of adults, while patrols of road safety, advising parents of accident dangers, as well as of the quality of life gain from driving slowly, without mobile phone. It is proposed that students may present other activities to become children influencers of adults.

Question 5: How do you think the effects of this campaign in quality of life might be evaluated?

Considering the attributes of quality of life, the sense of security in society may be measured, the accident rates and the levels of stress and anxiety.

Question 6: Any similar campaign was conducted in your country? If yes, what were the results? If no, do you think a similar campaign would be successful in your culture?

Students are requested to discuss whether the children influence would be accepted by adults and reflect on the possible application of such a campaign. The cultural differences may be a point of discussion for reflection on the effectiveness of this strategy.