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Publication
O impacto do marketing de guerrilha na prevenção da sinistralidade rodoviária
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Authors
Abstract(s)
A Organização Mundial de Saúde classifica a sinistralidade rodoviária como um dos maiores
flagelos da atualidade, apontando a (in)ação humana como o principal fator potenciador. As
estratégias adotadas pelas entidades nacionais, através de campanhas de segurança
rodoviária e ações de fiscalização, permitem alcançar diferentes benefícios que conduzam à
alteração de comportamentos. Sejam apelos à racionalidade moral dos condutores ou à
emoção através do choque, ambas as estratégias ajudam na prevenção da sinistralidade
rodoviária, no entanto urge identificar qual a mais eficaz. Neste sentido, foi realizado um
inquérito por questionário junto dos condutores portugueses no sentido de verificar a
viabilidade de aplicação de técnicas provenientes do marketing de guerrilha, baseadas na
utilização de imagens chocantes. Os resultados indicam que há um padrão de indiferença às
campanhas de segurança rodoviária mais atuais, baseadas nos apelos racionais. Por outro
lado, demonstram que a aplicação do marketing de choque, através de ações inusitadas, tem
grande impacto na perceção e retenção da mensagem, assim como na promoção de
comportamentos adequados. A observação de imagens chocantes apresentou índices de
prevenção rodoviária mais elevados, quando comparados com a observação de imagens de
publicidade racional. Os resultados evidenciam a necessidade de se refletir sobre a
abordagem publicitária atual, no sentido de potenciar a segurança rodoviária.
The World Health Organization classifies road accidents as one of the greatest scourges of our time, pointing to human (in)action as the main potentiating factor. The strategies adopted by national entities, through road safety campaigns and enforcement actions, allow achieving different benefits that lead to behavioural change. Whether appealing to the moral rationality of drivers or to emotion through shock, both strategies help in the prevention of road accidents, however, it is urgent to identify which is more effective. In this sense, a questionnaire survey was conducted among Portuguese drivers in order to verify the feasibility of applying guerrilla marketing techniques, based on the usage of shocking images. The results indicate that there is a pattern of indifference to the most current road safety campaigns, based on rational appeals. On the other hand, they show that the application of shock marketing, through unusual actions, has a great impact on the perception and retention of the message, as well as on the promotion of appropriate behaviour. The observation of shocking images showed higher rates of road avoidance, when compared to the observation of rational advertising images. The results highlight the need to reflect on the current advertising approach in order to enhance road safety.
The World Health Organization classifies road accidents as one of the greatest scourges of our time, pointing to human (in)action as the main potentiating factor. The strategies adopted by national entities, through road safety campaigns and enforcement actions, allow achieving different benefits that lead to behavioural change. Whether appealing to the moral rationality of drivers or to emotion through shock, both strategies help in the prevention of road accidents, however, it is urgent to identify which is more effective. In this sense, a questionnaire survey was conducted among Portuguese drivers in order to verify the feasibility of applying guerrilla marketing techniques, based on the usage of shocking images. The results indicate that there is a pattern of indifference to the most current road safety campaigns, based on rational appeals. On the other hand, they show that the application of shock marketing, through unusual actions, has a great impact on the perception and retention of the message, as well as on the promotion of appropriate behaviour. The observation of shocking images showed higher rates of road avoidance, when compared to the observation of rational advertising images. The results highlight the need to reflect on the current advertising approach in order to enhance road safety.
Description
Keywords
Campanhas de segurança rodoviária Marketing de choque Marketing de guerrilha Segurança rodoviária Sinistralidade Road safety campaigns Guerrilla marketing Shock marketing Road safety Road accidents