Investigating Communication Strategies of the Federal Road Safety Commission (FRSC) and the Adoption of Safety Precautionary Measures among Commercial Drivers in Taraba State

This study aimed to assess the effectiveness of communication strategies employed by the Federal Road Safety Corps (FRSC) of Nigeria in influencing motorists' behaviour towards adopting various road safety measures. The study used a survey design that targeted commercial motorists at Jalingo Main Park, Taraba State, Nigeria. A sample of 118 respondents was selected using accidental sampling, with data collected through face-to-face questionnaires and was analyzed using descriptive statistics. The findings showed a significant exposure of motorists to a range of FRSC campaign messages that addressed issues such as speeding, seat belt usage, and drug driving. Predominantly, radio, television, and stickers were identified as the primary channels through which these messages were accessed. Also, it was revealed that, despite exposure to the road safety communication campaign messages, there has been a prevalently poor attitude among motorists towards adhering to safety measures, evident in behaviours such as over-speeding, overloading, and drug driving. Based on the findings, the study recommends the adoption wider communication channels including motor park outreaches and use of traditional and religious leaders to intensify campaigns tailored to cognitive patterns to positive behavioral change toward road safety precautionary measures among commercial motorists in Taraba State.