A social marketing approach to communicating road safety in South Africa.

• Main Author: Thebe, Eddie Mogalefi
• Format: Others
• Language: en
• Published: 2005
• Online Access: http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1000850

Thesis (MTech. degree in Public Relations Management)--Tshwane University of Technology, 2005. === The problem of this study hinged around the fact that there is no social marketing model to communicate road safety in South Africa. As such, the main focus of the study was to consider social marketing as an approach to communicating road safety in the Republic of South Africa. This was to result in either (i) Developing a social marketing model that would assist in communicating road safety to the people of the Republic of South Africa; or (ii) Adopting any viable social marketing model in literature that can effectively facilitate the communication of road safety in the Republic of South Africa. Qualitative research methods such as literature study and in-depth interviews were used towards answering the research questions and attaining the objectives of the study and are discussed in sections 4.2, 4.3, 4.4, 4.5, 4.6, 4.7 and 4.8. On the basis of the data collected and interpreted, a number of findings and conclusions were made and presented in section 6.4. Some key findings were: