Lisa Pecnik

Rest or Rip: Social Marketing on the Roads of Queensland Lisa Pecnik

Social marketing has often been questioned for it?s effectivness, eventhough, various successful campaigns have been conducted around the world. Social marketing is used to target social issues in societies by influencing the behavior of the target audience for the good. This paper presents the campaign "Wake Up to the Signs of Driver Fatigue" and shows how it has effectively addressed the issue of driver fatigue on the roads of Queensland, Australia.