Exploring types of social-impact campaigns promoting road safety and how these are perceived by young drivers

The aim of this bachelor thesis is to get to know how selected road safety campaigns are perceived by young males aged 18 to 24. The theoretical part defines the concept of social marketing, presents the main objectives of road safety campaigns in general and compares several existing studies on the effectiveness of social campaigns with a focus on road safety. Subsequently, the thesis describes the three types of advertising appeals and the social psychological Theory of planned behavior, which is widely used to predict behavior and is applied in the research. The practical part is devoted to describing the qualitative research conducted in the form of interviews with six respondents. In the last section, the research questions are answered and the main findings are presented