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

05.Jul.2019

The Accra Metropolitan Assembly (AMA) in collaboration with Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS) has engaged stakeholders to commence the message testing process as part of preparations towards Accra's 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, in his introductory remarks disclosed the message testing would be conducted by the Consumer Insights Consult and was targeted at drivers who ply the streets of Accra at least   four times in a week.

He explained that, the purpose of the message testing process was to take 10 sampled road safety adverts, through target audience constituted focus group discussion out of which one 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 for 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 with enforcement to achieve the needed results adding this would send a strong signal to most road traffic offenders who give various excuses for speeding.

Stakeholders were given the opportunity to watch 10 road safety adverts in English and Twi to solicit their views after which one would be chosen to fit the Ghanaian setting for a successful mass media campaign.