The Role Communication Strategies in Reducing Road Traffic Accidents: the Case of Addis Ababa Police Commission
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Date
2022-09
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Addis Ababa University
Abstract
This study was aimed to assessing the role of communication strategies engaging in RTA’s in Addis Ababa Police Commission in Addis Ababa. Addis Ababa police Commission works is no dynamic outcome to reduce RTA because of inadequate public awareness on traffic safety and traffic facilities. Then, the study raises basic questions to answer the study objective such as: which types of communication strategies effective to engaging in RTA in Addis Ababa? How Addis Ababa police Commission communication strategies to tracking RTA’s in Addis Ababa cities? And Which types of communication strategies effective to engaging RTA in Addis Ababa? The study employed exploratory method and mixed research approach. Interview and questionnaire used to collect crucial information on road safety communication strategies method. The study selected 5 Addis Ababa sub cities from 11 sub cities by using simple random sampling and selected 6 key informant interviewers by using purposive sampling method. 244 respondents (113 drivers and 131 Pedestrians) were selected by using convenience sampling approach. Public and school campaigns, mass media campaigns, law enforcement and legislation, education and training programs were the main communication strategies of AAPC to engaging road safety. AAPC has been using multi communication channel approach but TV and radio are the most prominent channels. Combined road safety campaign was successful and bring change driver behavioral that respect speed limits, wear a seat belt, and drinking driving and speeding rather than mass media campaign. The study has identified the limitation of communication strategies to engaging RTA’s such as lack of effective stakeholders’ coordination, lack of monitoring and evaluation of road safety communication activities, and lack of check the campaign message delivered to the target audience. In addition, the communication channel and messages did not consider targeted road user behavior. Based on the study findings, the study draws the following recommendations AAPC should be adapted communication strategies and messages for target audience that easily-understood; established enforcement and legislation for pedestrians to respect road safety rule and regulation; preparing evaluation plan each activities of road safety campaign and its outcome.
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Road Traffic Accident, Addis Ababa Police Commission