Examining the Effectiveness of Visual Communication Tools Employed by the National Road Safety Authority for Behaviour Change: A Study at Ablekuma Central District, Accra

Abstract

The study examined the effectiveness of visual communication tools employed by the National Road Safety Authority (NRSA) of Ghana for behaviour change using qualitative research approach. Population was drawn from road users in Ablekuma Central District, Accra and interview guide was used for data collection. Content analysis was conducted for the transcribed data. The study observed that though knowledge on informatory signs such as such as traffic light ahead, zebra crossing and bus stop signs was high among road users, they had poor understanding of warning and regulatory signs and their meanings. Poor reach of the campaign messages was identified as a challenge. Measures to improve the existing situation include increased public education, well-planned installation of road signs, legal enforcement to check indiscipline, and enhanced presence on social media and traditional media to have a good impact through use of visuals used in communicating road safety behaviours. A deliberate effort must be made by NRSA to educate road users of all categories and levels on how to identify and interpret road signs. The education should be widened to include more road signs that are taught in schools. Also, campaign messages on road safety should also target specific institutions such as religious institutions to make the efforts of NRSA sustainable. Finally, it is recommended that teaching of road signs and road safety behaviours be integrated into the curricula of basic schools so that people become aware of the signs and what they mean at the early years.