Media Campaign Strategies for Awareness Creation: Focus on Some Organizations Working on Road Safety in Ethiopia
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Date
2024-05
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Addis Ababa University
Abstract
The study aimed to investigate media campaign strategies for awareness creation: at Federal Transport Authority (FTA), Traffic Management Agency (TMA) and Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS) organizations working on Road Safety in Ethiopia, thus, examine the awareness creation activities, identify media utilization performance, describe strategic media campaign practice & identify the challenges in strategic mass media campaign practices of the three. . The study employed descriptive research design and mixed research approach along with primary source of data and questionnaire and key informant interview as data collection instruments. These data were analyzed using descriptive statistics which is significantly supported by evidence in the form of tables, frequency and narrative forms. The total of 60 employees from the study organizations were participated using census method. The findings of the study reveals, road traffic crash conditions in Ethiopia require change, but, there is no use of adequate road safety awareness creation activities. The study also has found that face to face, mass media, internet & social media are used by all three organizations with varying degrees. In a view of print media, however TMA has a good trend of practical use that reach a specific target. The study has found that BIGRS have the strongest overall media campaign strategy compared to FTA and TMA. The study also assured that, the strategic media campaign practices were the use of data to design media campaign. However, budget constraint, lack of coordination and planning and knowledge of how to manage a successful media campaign were challenges of strategic mass media campaign in Ethiopia on the Road Safety. Thus, allocate sufficient budget for awareness-raising initiatives, provide capacity-building trainings, and conduct impact assessment on the respective media campaign programs & making the best and most accurate media selection were the forwarded recommendations by the researcher.
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Media Campaign, Awareness Creation, FTA, TMA and BIGR