Ghana: Ama to Launch Media Campaign On Road Safety in November

press release

The Accra Metropolitan Assembly (AMA) is to launch a mass media campaign in November 2019 to educate motorists on consequences of over speeding.

The launch, which is in collaboration with Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS), forms part of ongoing efforts to reduce road crashes and fatalities in Accra. The campaign will involve public service announcements on television, radio, social media, as well as billboards to discourage motorists from speeding.

This was made known on Wednesday (18th September 2019) at a stakeholders' engagement to announce results of the message testing and the appropriate public service announcement to be adapted for the campaign.

Analysis of police crash reports for 2018 indicates that 84% of road traffic deaths in Accra were among vulnerable road users -- pedestrians, motorcyclists and bicyclists. Besides, observational data by Johns Hopkins International Injury Research Unit indicates that 77% of vehicles were speeding above the posted limit in the most recent round of observations on selected corridors in the city.

The Chief Resilience and Sustainability Advisor to the Mayor of Accra, Desmond Appiah, indicated that the approved public services announcement would be redeveloped to fit the Ghanaian context and would be aired for four weeks.

He pointed out that in Accra, speed was estimated to be the main contributory factor in about half of all road crashes, adding that the campaign, would be strongly backed by enforcement, to help change road users' behaviour and save lives.

Mrs Nathalia Osei-Poku, a research manager at Consumer Insights Consult (CIC) in a presentation noted that the main objectives of the message testing process were to assess the comprehension, acceptability and potential effectiveness of the public service announcements for the road safety campaign.

She explained that qualitative research methodology employing the use of focus group discussions was used to assess 10 public service announcements, adding that 110 participants were sampled across the city to participate in the focus group discussions to select the appropriate public service announcements for the mass media campaign.

Mrs Osei-Poku said the selected public service announcements were easy to understand and relate to, can teach something new, memorable, as well as include relevant and realistic portrayals to fit the Ghanaian social contexts and interaction to impact behavioural intentions and behaviours towards speed reduction.

Accra is among 10 cities selected by the Bloomberg Philanthropies, a non-profit organisation, to benefit from technical assistance to enhance road safety in the metropolis. The programme is being implemented in collaboration with the World Bank, Union North America, and the Global Road Safety Partnership (GRSP).

Source: AMA Public Relations Unit

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