ARSRPE Conference Paper Database

The Fatality Free Friday Road Safety Campaign: A strategy for mobilising community ownership to improve road safety.

White, Russell

Social Marketing


Fatality Free Friday is Australia’s only national community-based road safety program. The campaign utilises a community mobilisation strategy to encourage public and corporate participation. Fatality Free Friday also uses a number of social marketing strategies to help facilitate community awareness and action on the road safety issue. This paper outlines the campaign’s philosophies, summaries the results to date and discusses the program’s future objectives.