The first collection of fully-researched case studies to enhance social marketing success, ShowCase features projects that have used social marketing to achieve real changes in behaviour.
In 2000 the UK Department for Transport (DfT) developed a marketing and communications programme to reduce the number of deaths and injuries on the roads. This broad suite of campaigns, each with its own specific behaviour change objective, was developed under the unifying ’THINK!’ brand, which formed part of the Government’s 2000 road safety strategy, Tomorrow’s Roads: Safer for Everyone.
Based in Wisconsin, USA, Road Crew was one of five projects funded by the National Highway Traffic Safety Administration, seeking a five per cent reduction in alcohol-related crashes in the pilot communities.
This community-based, culturally integrated programme aimed to increase the use of child safety restraints in a Hispanic neighbourhood in the west Dallas area of Texas. Funded in part by the National Highway Traffic Safety Administration, the National Center for Injury Prevention and Control and the Centers for Disease Control and Prevention, the ultimate aim was to reduce the number of child injuries and fatalities occurring due to the lack of use of car seats and booster seats.
