Communication Campaigns for Safer Roads Pakistani Southern Punjab

The study aims to examine the efficacy of media communication campaigns for safer roads in southern Punjab of Pakistan. The study employed quantitative methodology and chose a sample of 500 respondents by dividing them into 250 males and 250 females by using convenient sampling.The study analyzed the efficacy of the communication campaigns by law enforcement agencies especially the motorway police for the life safety of the road users. The study concluded that road safety was a general phenomenon and everyone commuting on roads has the right and responsibility of safety. The study concluded that over 60 per cent of males and females were of the opinion that safety helmets should be the mandatory component for all motorcyclists. The study found that all the relevant stakeholders should devise a collective strategy for road safety by involving motorcyclists, drivers of all vehicles, unions, the transport department, police and other persons. This study may open new avenues for the researchers in future to explore phenomena with a broader perspective.