Road Safety information campaign in Kyrgyzstan and assessment of its effectiveness
The Ministry of Transport and Communication of the Kyrgyz Republic with the support of the Asian Development Bank together with "Mediasign" and the research company "M-Vector" has launched a project to conduct an information campaign on road safety in Kyrgyzstan and assess its effectiveness. The information campaign will last from May to October 2022.
The main objective of the information campaign is to reduce the number of road traffic accidents by raising the awareness of road safety among users.
The information campaign will include the following:
- Videos and stories - developing and broadcasting on local channels and radio stations, through social media and messengers;
- Informational banners - designing and placing on billboards, mini-buses and in schools;
- Informational trainings in schools located along the Bishkek-Kara-Balta road - developing and conducting.
Geography of the study: settlements along the Bishkek-Kara-Balta highway
The section of the Bishkek-Kara-Balta highway was not chosen by chance. After reconstruction of the road and establishment of all necessary safety measures on it by the Ministry of Transport and Roads of the Kyrgyz Republic, the rate of road traffic accidents, including those with fatal outcome, remains high on this section of the road.
The assessment will be completed in two stages:
1. The first Stage - Baseline Study
The purpose of the baseline study: to assess the current level of traffic rules knowledge by the population in the settlements along the Bishkek-Kara-Balta road, including pupils in grades 1-11 of schools located along this road, as well as drivers of cars and trucks who travel along the Bishkek-Kara-Balta highway at least once a week.
2. The second stage - Final study
The purpose of the second stage of the study is to assess the effectiveness of the information campaign on road safety.
Since different categories of people are exposed to road traffic accidents, the following methodology was chosen for the baseline and final study:
- Face-to-face interviews on tablets (TAPI) with the residents of settlements located along the Bishkek-Kara-Balta road - a survey of 400 respondents;
- Face-to-face interviews on tablets (TAPI) with the road users (drivers of cars, trucks, passenger vehicles), who use a section of the Bishkek-Kara-Balta highway at least once a week - a survey of 400 respondents;
- Survey of pupils from schools, located along the Bishkek-Kara-Balta road, on their knowledge of traffic rules (self-completion questionnaires before and after the trainings) - 3,000 respondents.