Abstract
Risk taking behaviour is synonymous with adolescence. Moreover, epidemiological statistics associated with early driver deaths in Australia paint a disturbing picture. There is considerable debate about the effectiveness of advertising and marketing as a prophylactic to unsafe driving behaviours. This paper discusses the search for innovative approaches to road safety campaigns by accessing the perceptions of the novice driver group. A case scenario was developed by reviewing current literature on adolescent health behaviour, risk awareness, road safety and marketing communication. Initial findings from a pilot study with members of the early driving group, imply that they, as members of the target audience for road safety campaigns, do provide a fresh perspective on tone, content and style for campaign design.
| Original language | English |
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| Title of host publication | ANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance |
| Publisher | Queensland University of Technology |
| Number of pages | 11 |
| ISBN (Print) | 1741071593 |
| Publication status | Published - 2006 |
| Event | Australian and New Zealand Marketing Academy (ANZMAC) Conference - Duration: 4 Dec 2006 → … |
Conference
| Conference | Australian and New Zealand Marketing Academy (ANZMAC) Conference |
|---|---|
| Period | 4/12/06 → … |
Keywords
- risk-taking (psychology)
- teenage automobile drivers
- automobile driver education
- traffic safety
