Effectiveness of media awareness campaigns on the proportion of vehicles that give space to ambulances on roads: An observational study

Abstract

Background and Objective:The findings of the Health Care in Danger project in Karachi suggests that there is presence of behavioral negligence among vehicle operators on roads in regards to giving way to ambulances. A mass media campaign was conducted to raise people’s awareness on the importance of giving way to ambulances. The main objective of this study was to determine the effectiveness of the campaign on increasing the proportion of vehicles that give way to ambulances.Methods:This was a quasi-experimental study that was based on before and after design. Three observation surveys were carried out in different areas of the city in Karachi, Pakistan before, during and after the campaign by trained observers who recorded their findings on a checklist. Each observation was carried out at three different times of the day for at least two days on each road. The relationship of the media campaign with regards to a vehicle giving space to an ambulance was calculated by means of odds ratios and 95% confidence intervals using multivariate logistic regression.Results:Overall, 245 observations were included in the analysis. Traffic congestion and negligence/resistance, by vehicles operators who were in front of the ambulance, were the two main reasons why ambulances were not given way. Other reasons include: sudden stops by minibuses and in the process causing obstruction, ambulances not rushing through to alert vehicle operators to give way and traffic interruption by VIP movement. After adjustment for site, time of day, type of ambulance and number of cars in front of the ambulance, vehicles during (OR=2.13, 95% CI=1.22-3.71, p=0.007) and after the campaign (OR=1.73, 95% CI=1.02-2.95, p=0.042) were significantly more likely give space to ambulances.Conclusion:Mass media campaigns can play a significant role in changing the negligent behavior of people, especially when the campaign conveys a humanitarian message such as: giving way to ambulances can save lives.

Effectiveness of training on de-escalation of violence and management of aggressive behavior faced by health care providers in a public sector hospital of Karachi

“…These strategies should include improved secure working conditions for the HCPs, media awareness campaigns regarding respect for HCPs, legal protection to HCPs and above all increasing literacy level of general public. 15 - 17 …”

Are Traffic Announcements Really Effective? A Systematic Review of Evaluations of Crash-Prevention Communication Campaigns

“…2017 [42] Pakistan Three observational surveys on the proportion of vehicles giving way to ambulances on the roads were conducted in different areas of Karachi (Pakistan) for this project, taking place at three different points in time: before, during and after the campaign on the proportion of vehicles giving way to ambulances on the roads.…”

“…Other themes included in the evaluated campaigns were the predisposition to ambulance passing [42], and driver fatigue [44], showing positive effects during and after the broadcast. The rest of the campaigns were more generic in that they did not put the focus on a specific risk factor but on several of them (n = 10).…”

“…Focusing on the evaluation of traffic and road safety advertising campaigns, the selected articles show considerable variability in the degree of effectiveness of the analyzed campaigns. In some cases, significant changes in relevant behaviors and/or attitudes are observed after exposure to the communication campaign (e.g., [39,42]). However, other research finds no positive effects of traffic ads (e.g., [64]), or very slight ones (e.g., [49]).…”

Impact of Islamabad Traffic Police FM Radio in Adoption of Road Safety Measures among Drivers

“…In Pakistan, due to efforts of National Highways and motorways police the level of traffic awareness has increased. Shaikh et al (2017) studied effectiveness of media awareness campaigns on the proportion of vehicle that give space to ambulances on road. Mass media campaigns are considered as very successful campaigns.…”