 Social Marketing in the General Directorate of Traffic’s Campaign Called “Caminantedigital”Estela Núñez-Barriopedro ()
A chapter in Case Studies on Social Marketing, 2019, pp 237-243 from Springer Abstract: Abstract Faced with the problem of a high accident rate in Spain, the campaign called “Caminantedigital” is an important shift in the marketing strategies of the General Directorate of Traffic (Dirección General de Tráfico or DGT in Spanish). For the European Road Safety and the United Nations Global Road Safety Week, the DGT focusses on the target audience. In this case it focuses not only in drivers but also pedestrians, who have not been taken into consideration in past campaigns. The main goal is to raise awareness through a photographic competition of the high accident rate and to encourage walking as opposed to using motorized vehicles, as well as promoting the enjoyment of public spaces. An innovative factor is that this campaign has introduced a marketing strategy based on “Creative Gamification.” One of the keys for its success is that the receiver of the information goes from being considered as a mere passive subject to being considered an active participant. Keywords: Social marketing; Creative gamification; Target audience; Campaign; Social networks (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_20 Ordering information: This item can be ordered from DOI: 10.1007/978-3-030-04843-3_20 Access Statistics for this chapter More chapters in Management for Professionals from Springer |
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