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The Australian Experience with Road Safety Advertising Campaigns in Improving Traffic Safety Culture

Traffic Safety Culture

ISBN: 978-1-78714-618-1, eISBN: 978-1-78714-617-4

Publication date: 12 April 2019

Abstract

Drawing upon the Traffic Safety Culture (TSC) perspective, this chapter outlines the reinforcing and transforming functions of advertising and illustrates such approaches by drawing upon examples from Australian road safety advertising campaigns. The argument put forth is that road safety advertising can be a robust tool; it can reinforce other countermeasures (enforcement) as well as transform community expectations and values and thus ultimately contribute to social as well as behavioral change.

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Citation

Lewis, I., Elliott, B., Kaye, S.-A., Fleiter, J.J. and Watson, B. (2019), "The Australian Experience with Road Safety Advertising Campaigns in Improving Traffic Safety Culture", Ward, N.J., Watson, B. and Fleming-Vogl, K. (Ed.) Traffic Safety Culture, Emerald Publishing Limited, Leeds, pp. 275-295. https://doi.org/10.1108/978-1-78714-617-420191017

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited