Assessing The Communication Strategies Of The National Road Safety Authority In Educating The Public On The Risks Of Okada Use In Accra

Abstract

This study examined the communication strategies employed by the National Road Safety Authority (NRSA) to educate the public on the safety risks associated with commercial motorcycle (Okada) operations in Accra. Using a mixed-methods approach, data were collected from 189 survey respondents, comprising riders and passengers, and 10 NRSA officials. The study assessed the visibility, clarity, relevance, and behavioural influence of NRSA’s safety messages, and analyzed the factors that facilitate or hinder their effectiveness. Findings revealed that while NRSA’s campaigns achieve moderate levels of public awareness, their impact on behaviour remains limited. Riders and passengers reported knowing the safety messages but not consistently applying them, indicating an awareness–action gap. Key constraints identified include irregular funding, limited localization of messages, weak collaboration with grassroots actors, and the absence of strong monitoring mechanisms. Structural pressures such as economic necessity and peer influence further reduce behavioural compliance. The study recommends sustained and well-resourced communication campaigns, tailored and localized messaging, strengthened collaboration with rider unions and enforcement agencies, integration of incentives with communication, and improved monitoring and evaluation systems. The study concludes that more targeted, consistent, and community-driven communication is essential for reducing Okada-related risks and enhancing road safety outcomes in Accra.