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- W613486765 abstract "Success in social marketing interventions is rarely clear cut, and even more rarely achieved. Behavioural goals require reinforcement, maintenance and ongoing campaign revision to hold target populations to approved behaviours. In road safety, one of the dominant contemporary philosophical frameworks is the “zero tolerance” approach that assumes all road traffic accidents are preventable. This paper questions the zero acceptable death rate premise on two grounds. First, it argues that focusing on zero tolerance objectives in social marketing campaigns such as Queensland’s “Because Enough is Enough” are unrealistic goals for campaigns that involve behaviors that are influenced strongly by random factors such as mechanical failure, luck and engineering. Second, the paper questions whether social marketing can go further in campaigns where adoption and compliance rates are approaching 99.99%. Finally, the paper touches on the conflict inherent between the reality of personal tragedy within the “failure” rate of social marketing campaigns, and the objective statistical rate of success of the same campaign. Conclusions as to the future direction for social marketing goal setting are suggested, along with further research objectives" @default.
- W613486765 created "2016-06-24" @default.
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- W613486765 date "2006-01-01" @default.
- W613486765 modified "2023-09-26" @default.
- W613486765 title "When is good enough, near enough? Asking when Enough is Enough in Road safety social marketing interventions" @default.
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- W613486765 hasPublicationYear "2006" @default.
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