| dc.description.abstract | In Kenya, the transport industry is dominated by matatus. They are the main means of
transport for people and luggage. With the large number of matatus on Kenyan roads, the
risks of accidents have gone high. The recent years have witnessed thousands perish on the
Kenyan roads, a trend that is worrying the stakeholders in the transport industry. This is why
the road carnage discourse has hit headlines because of the threat it poses to the lives of many
Kenyans. This study sought to investigate the effectiveness of road safety advocacy messages
towards curbing the rising number of deaths courtesy of road accidents. The main objective
of the study was to evaluate effectiveness of road safety advocacy messages in Nairobi
County. In addition, it examined the challenges in the design of road safety advocacy
messages, the challenges in the dissemination of road safety advocacy information to the
public, and sought to find out information on road safety advocacy messaging opportunities
for the newly formed National Safety and Transport Authority (NTSA). It made use of
Agenda Setting Theory of Max McCombs, Donald Shaw and Social Marketing Theory to
explain the relationship that exists between the design of road safety advocacy messages and
their impact on the fight against road accidents. The primary data for this study was obtained
using questionnaires and through personal interviews. This data was analysed using SPSS
software and then presented on graphs and pie charts for easy interpretation. | en_US |
