Navigation and service

HinweisCookies

This website uses cookies. These are used for intermediate storage during ordering or registration processes. Data such as frequency of use or behaviour are not recorded. Here you can find out more about data protection and possibilities for contradiction.

OK

Effective road safety work via influencers in social networks

By working with recognised influencers, road safety topics can be addressed in a targeted manner. On behalf of the Federal Highway Research Institute (BASt), the #wirgeben8 campaign was carried out in the social networks Instagram and YouTube. The pilot project showed that target groups can be successfully addressed and reach generated with the help of influencers. The evaluation concept developed in this research project is also suitable for future influencer campaigns.

Additional Information

Research compact 03/2022

Report

Influencers in road safety communication: concept development and pilot application
Reports of the Federal Highway Research Institute, book M 322, 2022

  • Contact

    Federal Highway Research Institute
    Brüderstraße 53
    D-51427 Bergisch Gladbach
    Info-Service
    Telephone: 0049 2204 43-9101
    Fax: 0049 2204 43-2550
    info@bast.de

  • Reports

    BASt's reports are almost entirely in German. Each report includes an english abstract. You can find the complete report by following the link to ELBA on the report's page.