Like TV, radio uses its power to spread messages that talk about road safety. Every single day, radio stations provide updates about the state of the traffic across the country. They provide the listeners with information that may help them avoid traffic. The radio appeals to the public using strong messages and exploring the emotional side of their audiences.
A big part of the radio's audiences listens to the stations while they are in the car. That is helpful to this medium since they can play even more with the feelings of the listeners and target their emotions. Radio stations in Portugal do that a lot - they use memorable yet strong slogans so people remember it and might think about it while driving.
In 2017, there was a radio campaign entitled " Before driving, think first". The Portuguese National Road Safety Authority launched a compilation of 25-second messages that talked about the use of mobile phones, tiredness, speeding and alcohol while driving. One of the most iconic quotes was" Sometimes a little distraction is enough" - regarding the use of phones on the road.
The Road Safety, a Portuguese brand that produces books and courseware in the field of Education, Prevention and Road Safety, made a radio advertisement back in 2011 and was one of the most successful until this date. It produced short messages based on daily scenarios that alert people to all sorts of accidents that might happen while they're driving. The brand produced seven different radio spots around the theme "Keep yourself alive!". A big part of the Portuguese Radios broadcasted these short audio messages - they reached a large audience and created a sense of social awareness towards the topic of road safety.
Summing up, Radio has a great brunt on the Road Safety topic, especially among drivers. It is, without a doubt, extremely important to spread this kind of messages and to emphasise the importance of safe drivers to avoid accidents.
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