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General News of Sunday, July 7th, 2019
Source: ghananewsagency.org
2019-07-07
AMA / BIGRS training on the road safety media campaign
The Accra Metropolitan Assembly (AMA) in collaboration with the Bloomberg Philanthropies Global Road Safety Initiative (BIGRS) urged stakeholders to begin the process of testing messages within the framework of the preparations for the media road safety campaign in Accra.
The campaign, which is expected to be launched in October, fits into ongoing efforts by AMA-BIGRS to discourage motorists from picking up speed in order to reduce the growing number of accidents in the world. road and dead in the road.
Mr. Osei Kufuor, coordinator of AMA-BIGRS, said the test of messages would be carried out by Consumer Insights Consult and would address drivers who crisscross the streets of Accra at least four times per week.
He added that the message testing process would involve 10 road safety advertisements sampled by a target audience that would constitute the focus groups to determine which would be chosen and adapted to the Ghanaian system.
He added that speed was one of the main causes of road accidents in the city, hence the interest of the media campaign.
Nathalie Osei-Poku, representative of Consumer Insights Consult, said the messages would be transmitted using qualitative research methods to ensure their accuracy.
"There would be 12 focus groups of 10 people each, the first part would be to play ads and rank the instruments on a five-point scale, then we'd go to the overall rating and then the preferences. Accra for the tests, "she said.
Superintendent Sasu Mensah of Accra's Central Directorate for Transport and Road Traffic said the campaign should be complemented by enforcement of road safety regulations to achieve the necessary results. .
"This would send a strong signal to most offenders on the road who give various excuses to speed up," he said.
During the meeting, stakeholders were given the opportunity to view 10 road safety ads in English and Twi to gather their views, after which it would be chosen based on the Ghanaian context for a media campaign. successful.
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