Comunicação de segurança rodoviária

Abstract

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.

Date of Award	2 Jul 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & João Luís Andrade Serra Moreira de Campos (Co-Supervisor)