Social Marketing - Safety Drive- Revised -2

7/28/2019 Social Marketing - Safety Drive- Revised -2

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SAFE DRIVING

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Some Facts 2 More than 1.2 million people are killed in Road Accidents, worldwide,

every year. More than five times the Tsunami toll

One child is killed in Road Accidents, every three minutes in the World

A total 136,834 accidental deaths were reported in the country during

the year 2011

1.6% increase over the previous year

Source : NCRB- National Crime Records Bureau


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Some Facts

Source : NCRB- National Crime Records Bureau


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ROAD SAFETY is a matter of

The vehicle

Technical properties (engine power, brakes, tyres),

Safety equipment (Traction Control, airbags)

The road environment

Road layout, signaling

The driver

= all of us


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The driver5

Technical knowledge

highway code, start the car, change gears

Driving ability

take a bend, overtake, park

Driving experience

How to react in a difficult situation, how to drive in dense traffic

Driving attitude

= the right mentality to drive safely and avoid accidents


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6What makes a good driver?

Knowledge

Ability

Experience

Attitude


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What is attitude?7

Conscious of possible dangers

Conscious of own limits

Social: not alone on the road

Understanding: everybody makes mistakes-no revenge

The will to avoid accidents at any cost!


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Major safety issues8

Speed - A little slower, please!

- Speed increases accident risk

Seatbelt - Buckle up!

-With seatbelt: 75% less risk at head injury, 61% less risk atbreast injury

Drinking and Driving- Heavy Penalties!

-Alcohol - narrows viewing angle, Slows down reactionsInhibitions disappear even at low concentrations!


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Objective- in Social Marketing9

Eliminate problematic behaviour of the target group and

convert it into a lasting behaviour change

Eliminate existing behaviour: speeding

New, adapted driving style

Avoid potential risk behaviour (not adapted to traffic circ.)

CHANGE IN KNOWLEDGE (RULES + RISK PERCEPTION)

o

attitude (speeding = not done)o behaviour (speed adapted to circ.)


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109 Ps of Social Marketing

Instruments to bring about behaviour changes

1. Product-Adapted driving style (change the problematic driving

behaviour)

2. Price (non-financial efforts)- Time for awareness

Attention


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3. Place

Highways

Traffic signals

Educational Institutions

Television

Internet

Cinema Theatre

Major sports tournaments

Traffic situation + where to reach target group


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4. Promotion- The StrategyStrategy:

First establish brand , then deepen concept through repetition

Tools:

strategical media planning (media mix)

tactical media planning

split up per target group

Approach: Positive, emotional (involvement)

Emotionally destabilize speeding drivers

Instigate good/right behaviour

Simple message: baseline Safe driveStay aliveREPETITION! (time & place) + positive feedback evaluation (post-test)


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4. Promotion- Media Mix

Billboards

Small posters

TV-ads

Radio ads

Leaflets

Internet (website + game)

Electronic mailing

Local trains, buses

Social Media


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5. Partnerships

Ministry of Youth affairs & sports

National Highway Traffic safety Administration

National Highway Authority of India

Regional Transport office

Educational Institutes

NGO e.g. Arrive Safe

Parents

Society


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6. Public

External

College students

Youths

Drivers

Vehicle owners

Parents

Victims

Pedestrians

Bikers

Emergency and health professionals

Teachers/Students

Internal

NGOs

Automotive manufacturers

RTO

Policy makers

Media

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167. Policies

Education

Enforcement

Engineering

Environment /Infrastructure

Emergency care

Effective CSR

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178. Purse strings

Central / State Government grants

Business Houses

Automotive Manufacturers

NGOs

World Bank Funds

MPs/ MLA/ MLS

Community

89 ti


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189. Patience

Ongoing awareness program

Efforts to make culture for safe driving

STAGE 1 STAGE 2 STAGE 3 STAGE 4

Unknowingly Knowingly Knowingly Unknowingly

Unconscious Unconscious Conscious Conscious

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19Top 10 Good and Safe Driving Habits

Dont Drive Drunk

Dont Speed

Dont Let Any Thing Distract You

Drowsy Driving

Always wear your Seatbelt

Dont use your smartness in bad weathers

Deal with the Idiots on the road

Always follow the traffic signals

Practice safe driving

Love and maintain your car

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Social Marketing - Safety Drive- Revised -2

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