The Marketing of Road Traffic Safety
The Marketing of Road Traffic Safety
The Marketing of Road Traffic Safety
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<strong>The</strong> <strong>Marketing</strong> <strong>of</strong><strong>Road</strong> <strong>Safety</strong>For TeenagersSOCIETY OF PHILIPPINE MOTORING JOURNALISTSEnrique da RozaProgram Director
<strong>Marketing</strong> Perspective• Satisfy the customer’s needs and wantsNeedWantFood Noodles<strong>Safety</strong> Free fromtraffic accidents• <strong>Marketing</strong> process:– Problem– Target audience– Strategies– Implementation plan
Social <strong>Marketing</strong>• <strong>Marketing</strong> that supports activities and issues thataffect society• Persuade the target public to change attitude orto act on a societal problem:– Change habit– Follow rules– Acquire new values
EnvironmentUnsafe Behavior<strong>Road</strong>sAccidentsDriver’s Attitude
Youth,13-18 18 yearsAdaptableCapable
Concerns:• Boy/girl relationship• Family• Friends• Career choicesValues:• Education• Productive• Responsibility• Discipline
Barriers to Change:• Youth’s other priorities• Parent’s ambivalence toward traffic rules• Enforcers weakness to “Catch and Collect”Drivers <strong>of</strong> Change:• Youth’s adaptability• School and community• Corporate social responsibility
Program Objectives1. Educate the youth to become safe andresponsible road users2. Help teachers fuse road safety in theirlesson plans3. Integrate road safety module into theschool curriculum
Strategies• Position road safety to teenagers as a learningexperience that may save lives• Conduct seminars in schools for students andteachers• Build relationship within the community forsustained development
Branding the Program
Seminar for Students• A 2-day seminar with 40 students• 4th year high school initially• Team <strong>of</strong> education specialists20schoolsprivaten’public
Programme <strong>of</strong> ActivityDay 1Importance <strong>of</strong> road safety<strong>Traffic</strong> signs and rulesActivityPedestrian safetyValues integrationDay 2Discussion on careerDefensive drivingVehicle safety featuresValues integrationQuiz contest
Seminar for Teachers• A one-day seminar forhigh school faculty• Focus on teacher’s planin replicating program• Exit report submitted toschool administration forcontinuity
Teacher’s Handbook• A teaching module intendedfor 10 lessons• Handbook provideseducators with lesson plans,activities and discussionnotes• Designed by UP NCTS
Poster for PedestriansPoster for Teen Drivers
SIMPLICITYCONSISTENCY
SIMPLICITYCONSISTENCYAWARENESSIDENTITY
Maramingsalamat posa inyong lahat!
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