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"Traffic of life": The human factor in traffic safety programmes
2001 (English)Report (Other (popular science, discussion, etc.))
Abstract [sv]

Traffic safety authorities are well aware of the complexity of the persuasion

task, which they face. Unlike marketing campaigns for consumer products such

as soap, which take people as they are and offer them what they desire,

marketing campaigns for traffic safety are aimed at changing people. The

persuasive message is likely to be: "Do not continue what you are doing

because you like it, but please change because it is good for you and others

- even if you don't like it". This paper deals with the mechanisms of traffic

safety campaigns, mass communication and behavioural changes among

individuals. Mass media communications are more likely to have an effect on

an individual when the message conveyed capitalise on attitudes and motives

already existing in the population and produce facts leading to an easily

available course of action serving these attitudes and motives. The paper

introduces the concept of life cycle into the traffic safety work. People

want to grow old and celebrate the various life stages and achievements.

Positive traffic safety messages focusing on the value of life should

therefore keep the communicators' viewpoints and the road users'

understanding of the value of life in agreement with each other. The "Traffic

of Life" project wants to capitalise on this attitude which already exists by

bringing messages which will enhance an attitude in such a way that road

users, parents, teachers, politicians, etc. will become part of a group of

people who can serve as an agent of change.

Place, publisher, year, edition, pages
Statens väg- och transportforskningsinstitut., VTI konferens , 2001.
Series
VTI konferens, ISSN 1104-7267
Keyword [en]
English, Sweden, Conference, South Africa, Campaign, Education, Life-cycle, Behaviour, Road user, Attitude, Change, Method
Research subject
Road: Traffic safety and accidents, Road: Safety campaigns; Road: Traffic safety and accidents, Road: Driver training and road user education; Road: Traffic safety and accidents, Road: Road user behaviour
Identifiers
URN: urn:nbn:se:vti:diva-4959OAI: oai:DiVA.org:vti-4959DiVA: diva2:673788
Available from: 2013-12-03 Created: 2013-12-03 Last updated: 2013-12-03

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf