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Abstract(s)
A sinistralidade rodoviária é, em Portugal, das principais causas de morte não natural. É desta realidade alarmante que parte a necessidade de muitas entidades e organizações, como a Ascendi, empresa no âmbito da qual se realiza este projeto, realizarem campanhas de segurança rodoviária que demonstrem mais eficácia, relativamente àquelas que têm vindo a ser desenvolvidas até agora. Este Trabalho Final de Mestrado, cujo tema é a Comunicação de Segurança Rodoviária, pretende contribuir para a resposta a essa necessidade.
Realizou-se um estudo exploratório quantitativo, no qual foi aplicado um inquérito a uma amostra de conveniência composta por 100 indivíduos. Este procurou, primeiramente, perceber a recordação que as pessoas têm das campanhas de segurança rodoviária realizadas em Portugal e as suas respetivas características, nomeadamente os meios de comunicação através dos quais tomaram conhecimento das mesmas e respetivos tons de comunicação, tipo de mensagens e acontecimentos presentes em cada uma delas. O questionário permitiu ainda compreender o impacto que seis campanhas de segurança rodoviária, com características distintas, tinham na atitude dos inquiridos.
Os principais resultados desta investigação servem de ponto de partida para entidades e organizações que queiram realizar campanhas no âmbito deste tema e mostram que campanhas mais dramáticas, divulgadas através da televisão e publicidade exterior, com mensagens que apelem à moderação da velocidade ou à colocação do cinto de segurança e com consequências relacionadas com o perigo de morte de crianças, são as mais valorizadas pelo público-alvo.
In Portugal, accidents and road deaths are one of the main causes of unnatural death. This alarming reality is the reason why many entities and organizations such as Ascendi - in which this project is focused - carry on road safety campaigns that are shown to be more efficient compared to those which have been developed so far. This Master’s Final Assignment, whose subject is the Road Safety Communication aims to contribute to the response to this need. We conducted an exploratory quantitative study in which we applied a survey of a convenience sample made up of 100 individuals. This study has firstly tried to understand the recollection people have from road safety campaigns made in Portugal and their characteristics, such as the means of communication through which they came to know them and the tone of communication, type of message and events in each one of them. The survey also allowed to understand the impact that six road safety campaigns with different characteristics had in the respondents’ attitude. The main results are a starting point for entities and organizations that intend to undertake campaigns within the scope of this subject. They show that more dramatic campaigns promoted by television and outdoors advertising with messages that encourage drivers to moderate speed or to use seatbelts, which illustrate the consequences related to the danger of children’s death, are the most valued by the target audience.
In Portugal, accidents and road deaths are one of the main causes of unnatural death. This alarming reality is the reason why many entities and organizations such as Ascendi - in which this project is focused - carry on road safety campaigns that are shown to be more efficient compared to those which have been developed so far. This Master’s Final Assignment, whose subject is the Road Safety Communication aims to contribute to the response to this need. We conducted an exploratory quantitative study in which we applied a survey of a convenience sample made up of 100 individuals. This study has firstly tried to understand the recollection people have from road safety campaigns made in Portugal and their characteristics, such as the means of communication through which they came to know them and the tone of communication, type of message and events in each one of them. The survey also allowed to understand the impact that six road safety campaigns with different characteristics had in the respondents’ attitude. The main results are a starting point for entities and organizations that intend to undertake campaigns within the scope of this subject. They show that more dramatic campaigns promoted by television and outdoors advertising with messages that encourage drivers to moderate speed or to use seatbelts, which illustrate the consequences related to the danger of children’s death, are the most valued by the target audience.
Description
Keywords
Marketing social Segurança rodoviária Comunicação Campanhas de segurança rodoviária Social marketing Road safety Communication Road safety campaigns