Road Safety Communication Campaigns in South Punjab: Knowledge, Attitude and Practices

Abstract

Purpose: The main objective of this study is to examine the effects of communication campaigns launched by different public sector departments and organizations to create awareness among the road users in Southern Punjab-Pakistan, while analyzing the knowledge, attitude and practices of the road users especially the drivers of the region. Design/Methodology/Approach: The researchers employed survey technique by developing a structured questionnaire on five-point Likert Scale along with 35 close ended questions and distributed among the road users in Southern Punjab. A sample of 500 road users was selected from five main districts of South Punjab. Findings: The findings revealed that above 80 percent road users believe communication campaign launched by Motorways Police have effective role in changing the attitude of the road users i.e., drivers. Findings revealed after exposed to such campaigns, drivers behave more sophistically during their driving. According to the findings, there should be synchronized collective role of the related departments for effective solution of the common phenomenon and the problems drivers confront to during driving. Implications/Originality/Value: The study has opened new horizons for future researchers to conduct future research studies with different socio-psychological effects and new trends of awareness especially with the influx of social media can play more compact role.

Keywords

• Communication Campaigns
• Media Awareness
• Road Safety
• Road Traffic Accidents
• South Punjab