The paper "Social Marketing Campaigns in Australia in Relation to Campaign against Drunk Driving " is an outstanding example of a marketing case study. Due to the fact that drunk driving continues to be one of the most leading cause of road accidents and deaths, social Marketing campaigns have been used to promote health and social issues so as to bring about a remarkable change in the societies habit of drinking alcohol and driving. Most of the non-profit organisations all over the world use social marketing to impact society positive (Brady & Cronin, 2001).
This has been well done by the Australian drug-free partnership. The term social marketing was used over the year in the country as a means of solving societal problems. This is laid on the concept that if marketing can be used to move products, then it can also be used to move human behaviour to a certain desired direction. This paper looks at the impact of social marketing campaigns in Australia and in particular in relation to the campaign against drunk driving. (Lenner, 2011). Analysis of Prior Relevant Campaigns Drunk driving continues to be one of the major concerns in Australia making social groups like Mothers Against Drunk Driving come up to implement various social marketing campaigns when it comes to issues around drinking and driving.
According to a survey done in Australia, it was found that 58% of the respondents reported to ever drinking and driving, 72 percent of those respondents also admitted to having to be drunk while driving. Drunk driving continues to be one of the major causes of road accidents and injuries and it is responsible for 30% of fatalities and 9 percent of road accidents in Australia (E.
et al. , 2014). For this reason, there are many adults and youth-led social marketing campaigns that are meant to assess the youth and individual behaviour and attitude with regard to alcoholism changing. In this sense, social marketing against drunk driving is considered as moving to the right direction since it helps to transverse the hurdle of agitation and education (E. et al. , 2014). Social marketing is also characterised by its emphasis on non-tangible products and performance.
In Australia alone, it is estimated drunk driving causes more trauma and social costs. This is because there are numerous economic and social costs that are associated with road fatalities. The country is reported as spending close to $3 million with each hospitalisation crash estimated at $266,000 (Green, 2014). Most of the marketing campaigns in Australia have focussed by on the introduction of drunkerlysers also known as random breathe testing and stiffer penalties for those who are found to be driving under influence also known as. When all of these issues are combined it is possible that public morality has been affected as being able to create a common understanding which dictates that drunk driving is not acceptable anywhere in Australia (CDC, 2013).
According to statistics drunken driving campaigns in Australia have been seen to be positive. This is because the proportion of drivers and motorcycle riders who were killed with Blood Alcohol Content greater than the acceptable amount has declined from 38% in 1987 up to 24% by 2013.
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