Análise da Campanha: “O melhor presente é estar presente”

Abstract

This case study explored the issue of road safety, specifically the "O Melhor Presente é Estar Presente" campaign promoted by the National Road Safety Authority (ANSR). The campaign's main marketing action was two advertising spots, one dedicated to Christmas and the other to the New Year. The campaign proved successful as road deaths fell by 9%, as did road accidents. Various social and public marketing strategies were used, including French Forms of Exchange, market segmentation, marketing mix and the stages of change model.