Abstract: The aim of the paper is to explore the role of social marketing in changing the behavior of consumers on road safety, identify critical aspects and priority needs which impede the implementation of road safety program in Georgia. Given the goals of the study, a quantitative method was used to carry out interviews for primary data collection. This research identified the awareness level of road safety, legislation base, and marketing interventions to change behavior of drivers and pedestrians. During several years the non-governmental sector together with the local authorities and media have been very intensively working on the road safety issue in Georgia, but only seat-belts campaign should be considered rather successful. Despite achievements in this field, efficiency of road safety programs far from fulfillment and needs strong empowering.
Abstract: Today the social marketing was constituted as a tool
of significant value in what he refers to the promotion of changes of
behaviors, attitudes end practices. With the objective of analyzing the
benefits that the social marketing can bring for the organizations that
use it the research was of the exploratory and descriptive. In the
present study the comparative method was used, through a qualitative
approach, to analyze the activities developed by three institutions:
the Recovery Center Rosa de Saron, the House of Recovery for
addicts and Teen Challenge Institute Children's Cancer of the
Wasteland (ICIA), kindred of pointing out the benefits of the social
marketing in organizations that don-t seek the profit.