Social and Observation Research to Support the National Road Safety Campaign
With the assistance from the Asian Development Bank and under Pakistan Road Safety Program, the Federal Ministry of Communication intended to develop a road safety campaign. The Bank, under the auspices of the Ministry of Communication, tasked NTU International to formulate different components of Pakistan Road Safety Program, including a National Road Safety Campaign. In this respect, Center assisted NTU formative information to support the development of a national road safety campaign. Center, as part of the assistance, conducted social and observation research in major urban centers of all regions of Pakistan, namely Peshawar, Rawalpindi, Lahore, Quetta, Karachi and Islamabad, in Khyber Pakhtunkhwa, Punjab, Balochistan, Sindh and the capital territory, respectively.
Research activities included qualitative studies, concept testing, baseline and end-line surveys, and observational assessments. Based on the findings of the research, Pakistan’s first National Road Safety Strategy was launched in November 2018 with an aim to save 6,000 lives a year that would otherwise be lost in road-related accidents. The formative research is also feeding into a media campaign aimed at increasing road safety knowledge and accident prevention by motivating the population to adopt positive attitudes and behavior towards road safety.
Mr. Faisal Khalil
fkhalil@ccp-pakistan.org.pk