ABSTRACT
This introduction chapter presents an overview of key concepts discussed in the subsequent chapters of this book. The book identifies and critically analyses the main persuasive approaches found in road safety campaign materials, and to present a series of challenges, propositions and recommendations for the design of road safety communication campaigns that emphasize their social, cultural, environmental, and political aspects. It provides a descriptive and critical examination of persuasive methods used in road safety communication campaign materials. The book provides a variety of examples from prominent road safety organizations mainly between the years 2005-2013 as well as selected examples of earlier road safety communication campaigns. It describes campaign materials that addresses topics associated with driving behavior; in particular alcoholic beverage consumption and driving, fatigue, speed, distraction, sharing the roads, and young novice drivers.
