Should Road Safety Campaigns use High Profile Spokespersons?
Keywords: Strategy & Theory
Submission Date: 2003
This review examines the evidence relating to the benefits and risks of using high profile presenters such as sports heroes in road safety mass media campaigns. The theories relating to source effects and celebrity presenters are examined along with the empirical evidence from communication and advertising research. The approaches used by advertising practitioners are also examined. The review concludes with the author?s proposed set of guidelines in considering using sports heroes or other celebrities and other decision processes to be considered.