PRE-PRINT-Revised Social Marketing Campaigns Aimed at Preventing Drinking and Driving

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See discussions, stats, and author profiles for this publication at: Social Marketing Campaigns Aimed at Preventing Drunk Driving Article in International Marketing Review · July 2009 DOI: 10.1108/02651330910960799 CITATIONS 26 READS 2,018 3 authors , including: Some of the authors of this publication are also working on these related projects: Obesity Stigma in the Workplace View project Anne Marie Lavack Thompson Rivers University 61 PUBLICATIONS 1,096 CITATIONS SEE PROFILE All content following this page was uploaded by Anne Marie Lavack on 20 June 2017. The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document and are linked to publications on ResearchGate, letting you access and read them immediately.
PUBLISHED AS: Cismaru, Magdalena, Anne M. Lavack, and Evan Markewich (2009), “Social Marketing Campaigns Aimed at Preventing Drinking and Driving: A Review and Recommendations” International Marketing Review , 26(3), 292-311. (Impact Factor = 1.177) Social Marketing Campaigns Aimed at Preventing Drinking and Driving: A Review and Recommendations 1 Magdalena Cismaru, University of Regina Anne M. Lavack, University of Regina Evan Markewich, University of Regina Revised May 11, 2008 Corresponding author: Magdalena Cismaru, Ph.D. Assistant Professor, Faculty of Business Administration, University of Regina 3737 Wascana Parkway, Regina, SK S4S 0A2 Canada; Phone: (306) 585-4723; Fax: (306) 585-4805; E-mail: [email protected] 1 This research is supported with funds from the University of Regina and Saskatchewan Health Research Foundation. The authors thank Adina Rudrick and Brad Smith for their contribution in the early stages of this research. The authors also thank the editors and the anonymous reviewers for their valuable guidance.
1 Social Marketing Campaigns Aimed at Preventing Drinking and Driving: A Review and Recommendations Abstract Purpose - This paper examines the role of social marketing programs in preventing drunk driving, and how Protection Motivation Theory can be used to create effective anti drunk driving communications. Design/methodology/approach - Communication and program materials aimed at reducing drunk driving were identified and gathered from English-language websites from the U.S.A., Canada, U.K., Australia, and New Zealand, and a qualitative review was conducted. Findings - The review provides a description of the key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. A key facet of this review is the examination of the use of Protection Motivation Theory in social marketing campaigns designed to prevent drunk driving. Originality/value – The review presents social marketing campaigns aimed at preventing drunk driving in English-speaking countries, and shows that Protection Motivation Theory can be successfully used in this context. The paper provides a guide for future initiatives, as well as recommendations for social marketing practitioners.

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