IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-030-04843-3_20.html
   My bibliography  Save this book chapter

Social Marketing in the General Directorate of Traffic’s Campaign Called “Caminantedigital”

In: Case Studies on Social Marketing

Author

Listed:
  • Estela Núñez-Barriopedro

    (University of Alcalá)

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.

Suggested Citation

  • Estela Núñez-Barriopedro, 2019. "Social Marketing in the General Directorate of Traffic’s Campaign Called “Caminantedigital”," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 237-243, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_20
    DOI: 10.1007/978-3-030-04843-3_20
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-030-04843-3_20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.