Persuasive Communication USM in collaboration with MIROS to profile, treating and tracking of high risk young motorists

Published on January 11th, 2010

COMEC, acronym of Communication Makes Changes, consists of a total of 22 final year students from Persuasive Communication Universiti Sains Malaysia in collaboration with Malaysian Institute of Road Safety Research (MIROS) to held Kempen Rakan [email protected] throughout end of January to May 2010 in order to profile, treating and tracking of high risk young motorists aged between 18 to 25 years old.

In an effort to provide holistic understanding of the attributes and characteristics of the high risk young drivers; to suggest, plan and implement specific intervention programs that are tailored to the needs of this subgroup; and to evaluate the outcome of the intervention programs conducted, COMEC conducted field observation to objectively measure the number of traffic offences occurred within USM main campus from 4th January 2010 to 10th January 2010.

The field observation was being taken place at certain area of main campus, mainly high risk of road accidents. Sample is conducted 3 times (morning, noon and evening) a day within a span of one week. Data of traffic offences as mentioned above will be collected by the appointed enumerator.

The collected data is used as a baseline data for pre-campaign measurement. Understanding of the characteristics and attitudes of the high risk drivers will assist in tailoring the road safety interventions to their specific need, rather than organising general campaign targeting all young drivers.

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The main objectives of Kempen Rakan [email protected] are to be be a campaign that uses youth to advise friends about the rules and regulation when driving and at the same time try to help friends who are deviant drivers to change their bad attitudes and behaviours. The specific objectives are:

1. To focus on how to wear a seat belt properly among drivers in USM that focus for students overly and staff as an additional target audience.

2. To reduce the bad behaviour among drivers that like to use mobile phone when driving.

3. To encourage friends to tie up their helmet belt when driving.

4. To encourage friends to reduce their speed when driving.

5. To help friends to realise the importance to give a signal when they want to make a corner or turn to the junction.

Results shown that among the 5 deviant behaviours mentioned above, percentage of not wearing seat belt properly is the highest among USM students.

Kempen Rakan [email protected] therefore highlight on various high-profile exhibition, workshop, movie sharing, Catch U photo taking competition, Public Service Announcement Competition and many others.

Starting from 1st February, the two competitions, Catch U photo taking and Public Service Announcement, teamed up to motivate and empower the university students to intervene in the driving behaviors of the high risk drivers, by telling the driver when they felt his/her driving is unsafe. By doing so, we can raise awareness among USM students on how they can influence and persuade their peer group to practice road safety behaviour.

text: COMEC USM

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