Assessing the nature and effectiveness of communication strategy used by RTSA to improve road safety behaviour among pedestrians and motorists: A case of Lusaka
Date
2016
Authors
Shindano, Juliet, Munguya
Journal Title
Journal ISSN
Volume Title
Publisher
University of Zambia
Abstract
The number of road traffic accidents (RTAs) have been on the increase in Zambia due to various factors.
Pedestrians in residential areas in Lusaka at high risk of RTAs include University of Zambia (UNZA),
Misisi-John Laing and Mandevu due to their proximity to busy highways. The Road Transport and Safety
Agency (RTSA) is a government agency responsible for the road safety matters, in particular, sensitization
and education of all road users.
This study was aimed at assessing the nature and effectiveness of RTSA’s communication strategy in
enhancing awareness, knowledge, attitudes and practices/behaviour (AKAP) on road safety to bring about
behavioural change among pedestrians and motorists. The study used qualitative methods by conducting
desk reviews, one-to-one interviews and focus group discussions with selected RTSA officers. The study
also utilized quantitative methods through a survey of 150 pedestrians and motorists sampled from the
three residential areas.
The survey found that there are fewer pedestrians and motorists who are aware that RTSA is responsible
for road safety education and sensitization functions in comparison to the licensing functions. The study
found that RTSA uses annual communication plans as the major strategy in the communication of road
safety matters to pedestrians and motorists. RTSA’s communication plans use the multi-channel approach,
using three major communication channels, mass media, group and interpersonal. The study has shown
that MUVI TV, ZNBC TV 2, ZNBC TV 1, ZNBC Radio 4, ZNBC Radio 2 and ZNBC Radio 1, Daily
mail, Post Newspaper and Times of Zambia, were found to be most popular communication channel in the
order given. The study further found that songs/ jingles, branded materials, drama, press statements,
brochures, roadshows, internet, newsletters, press circular, workshop and press conference found to be
most useful methods of communication by pedestrians and motorists, in the order of importance as given.
A high proportion of pedestrians and motorists considered crossing traffic highways as being a risky
behaviour. Despite this perception, the proportion of residents who use the footbridges regularly was found
to be low. The reasons advanced by the residents included, cumbersomeness, fear of heights, fear of being
attacked and bad position of the footbridges.
The survey also found that the proportion of pedestrians and motorists who use RTSA sources of
information on road safety was generally lower than the proportion who are aware of the sources. A small
proportion of pedestrians and motorists mentioned having used RTSA sources of information for obtaining
knowledge on road safety purposes as compared to licensing use. The results have also shown that
pedestrians and motorists are reasonably knowledgeable on how to use the road. However, a large
proportion of pedestrians/motorists are not knowledgeable on the correct cyclist behaviour as stipulated in
the road safety regulations.
There was a small proportion of pedestrians and motorists who perceive that RTSA is doing enough to
minimize the number of pedestrians being hit on the traffic highways. The study found that the barriers to
communication by RTSA to pedestrians, motorists and cyclists include: Lack of a comprehensive
communication strategy by RTSA; Language of communication barrier, which is normally English; Lack
of availability and accessibility to road safety education materials; Communication is biased towards
motorists; and Poor attitude and perceptions of the public towards road safety matters.
A number of interventions to minimize pedestrians being hit on traffic highways next to residential areas
were proposed by the pedestrians and motorists such as increased sensitization of communities (pedestrian
and motorists) on road safety matters, including use of local languages, use of multi-channel
communication mix: road shows, music, advertising on billboards, press conferences etc among others.
KEY WORDS: Channels of Communication, Communication Strategy, Group Communication,
Interpersonal Communication, Mass Media Communication, Road Safety.
Description
MCD
Keywords
Automobile-Safety Measures , Traffic Safety , Traffic Safety-Study and teaching-Lusaka,Zambia