Social Marketing Applied to the Spanish Traffic Authority's Strategy
A Case Study in the Fight Against Drunk Driving
DOI:
https://doi.org/10.62161/sauc.v12.6100Keywords:
Social Marketing, Alcohol, Driving, Public Policies, Social Behaviour, DGT, WellbeingAbstract
Navigating or driving through our cities is a right for all citizens, but it can only be exercised safely. To achieve this, the Spanish Traffic Authority (DGT) uses its resources to prevent drinking and driving. This management has yielded positive results, but it could be improved, and social marketing can assist in this effort.
Applying a qualitative methodology of interviews with experts, the results indicate that while the DGT has achieved awareness, the incorporation of more rigorously planned strategies along with deeper analysis would maximize the outcomes.
In conclusion, collaboration with social marketing experts and the use of advanced technologies can significantly enhance the effectiveness of prevention campaigns. These improvements are transferable to other transportation policies and public services within the city, seeking greater efficiency and a real impact on citizen behaviour for the common good.
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