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

Authors

DOI:

https://doi.org/10.20525/ijrbs.v12i7.2767

Keywords:

Advocacy messages, campaigns, road fatalities, strategies, traffic safety

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.

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Author Biographies

Ria Chetty, Tshwane University of Technology

Ria Chetty is a vibrant and dynamic young performer who embodies the true spirit of liberation. With an impressive list of accomplishments, she is fully committed to her professional, social, and academic development. Notably, Ria's exceptional track record of achievements showcases her unwavering dedication to personal, social, career, and academic growth. Her unique path has allowed her to collaborate with individuals from diverse cultural and ethnic backgrounds. Ria is a former police officer and is regarded as an expert in the field of law enforcement. Her exceptional knowledge and skill were recognized with the highly prestigious Outstanding Achievement and Appreciation award in the Durban Metropolitan Police Services for three consecutive years: 2011 (2012), and 2015. Furthermore, Ria’s qualifications further include, Baccalaureus Technologiae in Road Traffic and Municipal Management and Traffic Policing and a Magister Technologiae Policing which she successfully earned with the highest honors in 2020. Currently, she is in the final year of her Ph.D. program in Policing at Tshwane University of Technology in Pretoria, solidifying her expertise in this discipline. Ria's passion for education extends beyond her role as a lecturer. As an independent contractor, she collaborates with esteemed academic faculties, contributing not only as an instructor but also to the development of programs, assessments, moderation of examinations, and marking. Her diverse responsibilities make her an invaluable resource for anyone seeking knowledge and growth.

Nozipho Simelane, Tshwane University of Technology

Nozipho Nkosikhona Simelane is a graduate of Tshwane University of Technology with a National Diploma: Road Traffic and Municipal Police Management and Advanced Diploma in Traffic Safety and Municipal Police Management. She earned a Master of Policing from the same institution. Simelane is a postgraduate studies coordinator in the Department of Safety and Security Management and an undergraduate studies tutor for traffic and policing undergraduate students. As a tutor, she assisted a wide variety of Municipal Policing, Traffic Strategies and Practices, Road Traffic Management, and crime scene investigation classes to both traffic and policing majors at the undergraduate graduate levels. Her areas of interest are around road safety, gender equality and sustainability, as well as gender-based violence and femicide as a catalyst of gender reforms toward strengthening the affirmation, that equality in the status of men and women is fundamental to every society. And this concern has prompted her to refine existing perspective on what development should be and how to bring it about efficiently. She has presented technical reports to professional audiences, including the road traffic practices, policing safety and security environments. As a newly graduate, she has publications to her name, comprised of peer reviewed articles in accredited journals, as well as papers presented at local and international conferences which resulted in inclusion in conference proceedings. Ms. Simelane is eager to participate in the policing discipline to advance her own intellectual development, engage in profitable policing and economic activities, and make a valuable contribution to society.

Jacob Mofokeng, Tshwane University of Technology

Professor, African Research Chair for the Campus and School Public Safety, Faculty of Humanities, Department of Safety and Security Management, Tshwane University of Technology, Pretoria, South Africa

Dee Khosa, Tshwane University of Technology

Dr Dee Khosa is a young hardworking academic professional who always aspires to accomplish goals by gaining knowledge and insight in opportunities presented.  She holds qualifications in: Doctor of Literature and Philosophy in Police Science from the University of South Africa (UNISA) and a National Diploma: Public Management from Tshwane University of Technology (TUT). She successfully completed Development Programmes such as Women Leadership Development programme: NQF Level 8, with subjects such a/s: Leadership, Strategic Management, Project Management, and International Management. Dr Khosa is appointed a lecturer at the Department of Safety and Security Management, Faculty of Humanities at the Tshwane University of Technology. She has many years of experience in the academic environment. Her fields of study and expertise are in Policing and related sciences. The dynamics of gender sensitivity have found particular prominence in her studies. She is the recipient of the Lecturer of the Year award for 2013, 2014, 2015, 2017 & 2018. She is a recipient of emerging researcher and woman researcher of the Year 2021. She has presented and peer-reviewed research papers at both national and international conferences. Aside from lecturing undergraduate students in Policing, she supervises masters and doctoral students at the Department of Safety and Security Management of the Tshwane University of Technology, the University of South Africa, and the University of Limpopo. Dr. Khosa also serves on various institutional committees, including the highest governing body, the Senate. She was a member of the Traffic Law Enforcement Review Committee (TLERC), appointed by the Minister of Transport from 2016-2020. She is currently appointed a non-executive director by the Minister of Transport at Road Traffic Infringement Agency (RTIA) since August 2020 to date.

 

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Published

2023-10-28

How to Cite

Chetty, R., Simelane, N., Mofokeng, J., & Khosa, D. (2023). An assessment of the effectiveness of road safety advocacy messages in Durban Metropole. International Journal of Research in Business and Social Science (2147- 4478), 12(7), 669–684. https://doi.org/10.20525/ijrbs.v12i7.2767

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