Essays on Components of an Effective Road Safety Campaign, Theories of Behaviour Change Coursework

Download full paperFile format: .doc, available for editing

The paper "Components of an Effective Road Safety Campaign, Theories of Behaviour Change" is a perfect example of marketing coursework. The paper looks at the importance of road safety campaigns which are mainly to increase public awareness on proper road use. However, for these campaigns to be effective, they must be enforced through various measures such as police regulations. Theories of behaviour change should also be considered since the aim of an effective road safety campaign is to change the attitude and behaviour of road users. Various factors such as the target audience, the campaign message, the means of campaigning and the campaign appeal should be considered for an effective road safety campaign.

The means to be used in campaigning should also be properly decided upon. Television has been widely used in road safety campaigns and has proved to be effective. Example of this is shown in the Asiphephe programme in KwaZulu Natal Province in South Africa. Road users have been likened to buyers since their behaviours are influenced by similar aspects. Buyers are influenced to buy certain products by some aspects hidden in their personalities together with the situation in which they are.

The habits of road users are also influenced by some aspects of their personality into some of their road use behaviours. Theories of behaviour change apply in a similar manner to both the buyers and the road users (OECD, 1994). Road safety campaigns The road safety campaign is an activity that is carried out to increase public awareness of safe road use. The aim of carrying out road safety campaigns is to reduce the number of crashes and injuries that occur in the roads.

The campaigns, therefore, aim to change the behaviour of people directly or by offering information that may enable them to change their attitude towards road use. Research carried out on the roads in Europe and the United States indicated that around ninety per cent of road crashes occur due to failure of humans while using roads. The three main purposes of road campaigns are to inform people, to change their attitudes and to eventually change their behaviour. For example, informing the public about the number of people who die or get injured due to over speeding may make people change their attitude towards speeding.

However, law enforcement is also necessary for an effective change of behaviour. This is because people may fear being penalised for poor road use that they may fear for being injured in case of a road crash. Road safety campaigns may, therefore, help change people’ s roads behaviours if done properly and combined with legitimate consequences. The campaigns are used to solve problems and end habits that cannot be dealt with by other means such as changing the environment or by use of police force (Elvik, Hoye, & Sorensen, 2009). To achieve the effectiveness of road safety campaigns, it is also important to consider the components required.

This includes the target audience, the message of the campaign, the mode of delivering the campaign, and the timing of the campaign. This ensures that the message is delivered appropriately and will have the necessary impact of the target audience.


Moffitt, M. (1999). Campaign strategies and message design: a practitioner's guide from start to finish. Michigan: University of Michigan press.

Delhomme, P. (1999). Evaluation of Road Safety Media Campaigns. Boston: Willey.

OECD. (1995). Manual on Road SafetyCampaigns. Paris: Road Transport Research, OECD.

(OECD). 1994. Improving Road Safety byAttitude Modification. Paris:Road Transport Research, OECD.

Myers, D. (2000). The KwaZulu Natal Road Safety Project - Enforcement, Technology and the Community. Proc. Road Safety Research, Policing & Education Conference, November 2000. Brisbane, Australia.

Plessis, P. & Rousseau, D. (2003). Buyer behaviour: a multi-cultural approach. Oxford: Oxford University Press.

Trehan, M. & Ranju, T. (2006). Advertising and Sales Management. New Delhi: FK Publications.

Wilde, G. (2001). Road safety campaigns: Design and evaluation: The use of mass communications for the modification of road user behaviour. Mexico: OECD Publishers.

Matthews, C. (2005). A theory for predicting behaviour change. New York: International Union for Health Education.

Tay, R. (2002). Exploring the effects of a road safety advertising campaign on the perceptions and intentions of the target and nontarget audiences to drink and drive. Traffic Injury Prevention, 3,195-200.

Ajzen, I. (1995). From intentions to action: A theory of planned behaviour. Heidelberg: Springer.

Elvik, R., Hoye, A., & Sorensen, M. (2009).The Handbook of Road Safety. Manchester: Measures Emerald Group Publishing.

Jagtman, H. (2004).Road safety by design: a decision design support tool for identifying an ex ante evaluation issues of road safety measures. Bangalore: Eburon Uitgeverij Publishing Company.

Berkman, H., & Gilson, C. (1997). Advertising, concepts and strategies. Indiana: Random House.

Rowse, E & Fish, L. (2005). Fundamentals of Advertising. New York: Kessinger Publishing.

Download full paperFile format: .doc, available for editing
Contact Us