Federal Highway Research Institute


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Social media in security communication

The picture shows a young woman taking a selfie Source: Westend61/Getty Images

Measures to improve road safety often do not reach the actual target group, or only in part. This is also due to the fact that media use habits have changed over the years. All age groups, especially young people, now feel more addressed via social media - such as Instagram, Youtube, Snapchat or Facebook. This is where the BASt conducts research in order to make the potential of social media usable for road safety work.

A BASt research project has shown that topics relevant to road safety offer points of contact for many influencers and media formats. For example, influencers who have had children in the course of their work and report on life with them are suitable for long-term cooperation in connection with messages on the safety of children in road traffic. Depending on the age of their child, they can inform their followers about topics such as child seat use or safe route planning to school. The target group of young drivers can be addressed via tuning specialists or automotive influencers, among others. They can give tips on topics such as overestimating one's own abilities or dealing with aggressive behaviour in road traffic.