Assessing the “virality” of a road safety communication campaign intended to change behavior: a case study in Spain
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Títol
Assessing the “virality” of a road safety communication campaign intended to change behavior: a case study in SpainData de publicació
2024Editor
Frontiers MediaISSN
2624-9634Cita bibliogràfica
Faus M, Alonso F, Fernandez C and Useche SA ´ (2024) Assessing the “virality” of a road safety communication campaign intended to change behavior: a case study in Spain. Front. Sustain. Cities 5:1295516. doi: 10.3389/frsc.2023.1295516Tipus de document
info:eu-repo/semantics/articleVersió
info:eu-repo/semantics/publishedVersionParaules clau / Matèries
Resum
Introduction: The relationships between above-the-line (ATL) and below-the-line
(BTL) communication and advertising strategies have been studied in many fields
and procedures. Likewise, the interrelationships between ... [+]
Introduction: The relationships between above-the-line (ATL) and below-the-line
(BTL) communication and advertising strategies have been studied in many fields
and procedures. Likewise, the interrelationships between both communicative
typologies, when they exist, either strategically induced or spontaneously, are also
known concerning their reinforcing eects. However, in the social communication
field, specifically road safety communication, these interrelationships have been
little studied, and few case studies have been done, particularly of those that have
stood out as particularly significant.
Methods: Thus, this paper investigates the implementation process of an ATL
awareness campaign of the Spanish Tra c Authority (DGT-General Directorate
of Tra c) through the analysis of key digital reach indicators.
Results: Despite the foreseeable limitations of this research regarding the
repercussions and positive impact on society of the DGT communication
campaign, it is nevertheless a contribution of interest regarding the digital impact
that has been generated in networks (BTL communication) from a DGT campaign
broadcast on various media such as television, radio, posters, and social networks.
Discussion: Thus, from a methodology based on an exact delimitation (two DGT
TV spots -from 2022- generating a quantitative activity on X (formally Twitter) that
had never before produced DGT spots), significant conclusions and results have
been reached related to issues of age groups, loyalty and distortion of messages,
communication impact strategies, among others. [-]
Publicat a
Frontiers in Sustainable Cities 5:1295516Entitat finançadora
Generalitat Valenciana
Codi del projecte o subvenció
ACIF/2020/035
Drets d'accés
info:eu-repo/semantics/openAccess
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