Perception of Vehicle Drivers about the "Road Safety on Wheels” Awareness Campaign in Punjab Province, Pakistan

Abstract

The National Highways & Motorway Police (NHMP) has a tradition of organizing Road Safety awareness programs in the shape of walks, workshops, and road safety seminars. This paper explored the drivers’ perceptions about the road safety awareness campaign “display of road safety awareness messages on the back side of vehicles”. A total of 41 drivers participated in this study who were traveling on the M2 motorway, which is the busiest motorway in Pakistan, connecting Lahore with Islamabad. Data were collected through the questionnaire, and Statistical Package for Social Sciences (SPSS) was used for data analysis. Results indicated that the use of slogans and messages on vehicles and trucks is a highly effective means of promoting road safety awareness, preferred over traditional signboards, and that road safety programs are universally seen as having a positive impact on drivers. Results reflected a positive perception of the efficacy of road safety initiatives, highlighting their importance in promoting safer driving habits and behaviors among the surveyed population. The majority of respondents learn about road safety campaigns through social media and personal networks; it is essential to continue utilizing these channels effectively. There is also a need to explore and use a variety of communication channels, including those not traditionally considered mainstream, to maximize the impact of the campaign and engagement with different segments of the population.