An assessment of the effectiveness of road safety advocacy messages in Durban Metropole

Abstract

Despite the implementation of existing preventive measures, road traffic crashes (RTCs) and fatalities continue to be a significant challenge in South Africa. The objective of this study is to assess the efficacy of road advocacy messaging implemented by the Road Traffic Management Corporation (RTMC) within the Durban Metropole region of South Africa. The research design employed in this study was an exploratory qualitative approach, utilizing semi-structured in-depth interviews. The participants were selected through purposive sampling. The researcher employed a basic random sampling technique to conduct interviews with a sample of 30 participants. This sample consisted of 15 individuals who were Metro Police officials and an additional 15 individuals who were members of the general public. This research identified two primary themes: (1) the efficacy of road safety advocacy messaging and (2) obstacles encountered in the distribution of road safety advocacy messages. Based on the identified themes, the findings of this study suggest that the messages conveyed were unambiguous and suitable. The dissemination of advocacy messages effectively reached all participants within the designated area of study. Nevertheless, it was perceived that additional channels of communication, such as printed posters and radio broadcasts, have to be employed in order to effectively engage road users who may not own access to television media. One specific issue that arose was the matter of terminology. The commercials were predominantly presented in the English language, with isiZulu being the prevailing vernacular language employed. There are several potential avenues for enhancing the effectiveness of the messaging, such as diversifying the media platforms utilized, expanding the linguistic reach, and emphasizing the desired behavioral modifications. Enhancing concurrent law enforcement efforts pertaining to speed and alcohol-impaired driving will bolster the efficacy of road safety initiatives as a whole. To the best of the authors' knowledge, this study represents the inaugural comprehensive assessment of a road safety social marketing initiative in the Durban Metropole region. This study aims to provide valuable insights that might support the province and other provincial governments in enhancing their efforts towards road safety.