ABSTRACT
This chapter presents the social marketing approach and several related strategic and tactical communication methods employed to disseminate road safety messages. It presents several examples of tactics used to gain attention to cut through the media clutter. These include the use of celebrities, ambient advertising in non-conventional locations and interactive modes. It also presents a brief overview of the Edutainment [EE] approach that integrates social issues in entertainment formats. The chapter refers to gamification as a means to promote road safety. It presents examples of strategies to involve audience members through prizes, competitions, oaths and testimonials. It also concerns involvement, but focuses on participative approaches that use photographs and comics that can offer advocacy opportunities to community members. The chapter concludes with several challenges regarding methods used to involve people in road safety communication campaigns and advocacy.
