[Using the social marketing model to reduce risky driving behaviors among taxi drivers in Tehran]

ABSTRACT

In social marketing, the common techniques of commercial marketing are used to increase the chances of acceptability of an idea or action by the target group. In this study, we determined the impact of an intervention based on social marketing to reduce risky driving behaviors among taxi drivers in Tehran. This was a quasi-experimental study, consisting of a quantitative and a qualitative part, on taxi-drivers in 2 regions [an intervention and a control groups] in the City of Tehran. Based on a formative research approach, the components of social marketing, namely, the product [reminder message for concentrating on avoidance of two target behaviors, tailgating and not driving between lines], price, place and promotion were determined. An 8-week educational program was implemented, the components being installation of stickers before the driver's eyes, distributing a pamphlet, and transferring messages through taxi route supervisors as opinion leaders. After six weeks, risky driving behaviors were assessed by checklists and compared. The intervention resulted in statistically significant reductions in the two target behaviors in the intervention group as compared with the control group. Furthermore, logistic regression showed that the odds ratio for avoiding both behaviors increased significantly in the intervention group. Determining specific target groups, designing interventions based on actual needs and wants of the target group, and focusing on the factors influencing the behavior market are the basic elements of social marketing. Due consideration of these elements when designing behavioral interventions would lead to reductions in risky driving behaviors