Road Safety: AMA, BIGRS kick start message testing ahead of mass media campaign

The Accra Metropolitan Assembly (AMA) in collaboration with Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS) has begun preparations towards Accra road safety mass media campaign.


The campaign, which is expected to be launched in October this year, forms part of ongoing efforts by the AMA-BIGRS  to discourage motorists from speeding in order to reduce the increasing rate of road traffic injuries and fatalities in the city.


The Coordinator for AMA- BIGRS, Mr. Osei Kufuor, disclosed that the message testing for the campaign would be conducted by the Consumer Insights Consult, targeting drivers who ply the streets of Accra, at least four times in a week.


He explained that the message testing process involves 10 sampled road safety adverts which would be tested on the target audience and based on the outcome, one of the adverts would be chosen and adapted into the Ghanaian system.


He said speeding had been identified as one of the major causes of road crashes in the city, hence, the focus of the mass media campaign.


Mrs. Nathalie Osei-Poku, a representative of the Consumer Insights Consult, said the messages would be conducted using qualitative research methods to ensure accuracy.


"There will be 12 focus group with 10 respondents each, the first part will be the playing of commercials and rating of instruments using a 5 point scale. We then do the overall rating and then preference. Motorists will be selected from various parts of Accra for the testing,” he said.


Dr. Superintendent Sasu Mensah of the Accra Central Motor Transport and Traffic Directorate (MTTD) admonished that campaign should be backed by enforcement to achieve the needed results, adding that, that would send a strong signal to most road traffic offenders who give various excuses for speeding.


Source: ISD (Gilbert Nii Ankrah)



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