WA Office of Road Safety: Enjoy the ride
Derry Simpson and Bart Hodgen303Lowe
Synopsis
Over the past decade or two, for a whole raft of social problems - smoking, drug abuse, alcohol abuse, Aids, obesity and road safety - many social marketing campaigns have relied on 'shock tactics'; to get the audiences attention and attempt to appall them into changing their habits. Some of these campaigns have undoubtedly contributed to changing attitudes and behaviour. But how long before you might need to move beyond 'shock ' alone? Might there be other messages to which people could now be more...