MEDIA SENSITISATION AND ROAD ACCIDENTS:

A CASE STUDY KABALAGALA TOWN, KAMPALA DISTRICT

BY
TABAN BONIFACIO KUICH
REG NO: 02/03820/147609/D

A RESEARCH REPORT SUBMITTED TO FACULTY OF SOCIAL ECONOMIC

SCIENCES IN PARTIAL FULFILLMENT FOR THE AWARD OF
A BACHELORS DEGREE IN MASS COMMUNICATIONS
OF CAVENDISH UNIVERSITY
UGANDA.

JULY 2015
1

DECLARATION
I TABAN BONIFACIO KUICH, declare that this work is my original work and has not been
presented for a Degree or any other academic award in any University or Institution of learning.
TABAN BONIFACIO KUICH
REGISTRATION NO: 02/03820/147609/D
Signature: Date:

APPROVAL
This is to certify that, with my approval, the followiing research proposal is now available and
ready for submission to Cavendish University in Uganda.

Sign: .
Supervisor: Mr. Jonan Kiiza
Date :...

DEDICATION

This research report is dedicated to my late father Kuich Ruec Chak, my mother Nyabieli Koah
Luak, my beloved family; all brothers and sister who have supported and encouraged me during
this period of study.

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ACKNOWLEDGEMENT
I am grateful to the Almighty God who has been guiding me throughout my studies, without His
grace and mercy, this work would have not seen this light it has!..
My special thanks go to my supervisor Mr. Jonan Kiiza who sacrificed most of his time in
patiently guiding me throughout this work. I wish to acknowledge the fact that without his
encouragement and guidance, this research report would not have appeared the way it is.
I would like to acknowledge and extend my utmost appreciation and gratitude to the various
people who assisted me in different ways to make it possible for me to finish this research report.
To, RORY PECK TRUST, friends and relatives who wished me well and supported me in my
studies, I cannot thank you enough.
Finally, to my dear family, I could not do anything without your support and love. You have
been a great part of this accomplishment. May God bless you all?

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ABSTRACT
This research study is about media sensitization and road accidents looking at a case of
Kabalagala town, situated in Kampala District, the Capital City of Uganda. The study is mainly
based on the following three research objectives:

To investigate the causes of road accidents at Kabalagala town situated in Kampala district,
which is also the capital of Uganda.

To assess the impact of the Media in reducing road accidents.

To identify the effects of road accidents to the community and the nation in general
The study employed a cross section of designs ranging from descriptive to analytical research
designs, to attain both a quantitative and qualitative research report this is. Questionnaires and
interview guide was used to collect data and sample size of 50 respondents was selected using
stratified random sampling technique. And all these returned the questionnaires and they were
valid for the compilation of this report

There are many cases of road accidents at Kabalagala town, situated in Kampala district and
Uganda in general, these are orchestrated by, road accidents, reckless driving, over speeding
drivers , inadequate driving skills, poor roads with potholes plus driving under the influence of
alcohol or drugs. As detailed in chapter four of this research report.

The report also considered the role of media sensitization in the overcoming the problem of
accidents which is understudy, things like the media covering all road accidents to demoralize
the drivers who drive recklessly, drink and drive that they may come to order after hearing such
pronouncements. Giving out of reflective jackets, car and motorcycle stickers, sensitization

iv

programmes on all automotives, have all combined been instrumental in the reduction of road
accidents.

The research also came up with the way forward on the above situation, like advising the local
authority Kampala City Authority to increase both road humps and bumps on road in Kampala.

TABLE OF CONTENTS
DECLARATION .................................................................................................................. i
APPROVAL ......................................................................................................................... i
DEDICATION ..................................................................................................................... ii
ACKNOWLEDGEMENT ...................................................................................................iii
ABSTRACT.........................................................................................................................iv
LIST OF TABLES ....................................................................................................................... ix
CHAPTER ONE1
INTRODUCTION......................................................................................................................... 1
1.0

Introduction.......................................................................................................................... 1

1.1

Background of the study ...................................................................................................... 1

1.2

Statement of the Problem...................................................................................................... 3

1.3

Purpose of the study............................................................................................................. 4

1.4

Objectives of the study.......................................................................................................... 4

1.5

Research question ................................................................................................................ 4

1.6

Scope of study....................................................................................................................... 5

1.6.1 Geographical Scope ............................................................................................................... 5

1.6.2 Subject scope ......................................................................................................................... 5

1.6.3 Time scope..5

1.7 Significance of the study..5
1.8 Conceptual framework ..5

CHAPTER TWO .......................................................................................................................... 7

LITERATURE REVIEW .................................................................................................... 7
2.0 Introduction............................................................................................................................... 7
2.1 Back ground to Kabalagala Town............................................................................................. 7
2.2 Causes of Road accidents at Kabalagala................................................................................... 7
2.3 Media and road accidents in Uganda ...................................................................................... 10
2.4 Measure taken by drivers to reduce road accidents ................................................................ 15
2.5 Situation on Road Safety in Uganda ................................................................................... 16
2.6 Impact of Road Accidents....................................................................................................... 17
2.6.1

Road accidents and the economy ................................................................................... 19

2.6.2

Road accidents and the community................................................................................ 20

2.7 National Road Safety Policy and Strategy............................................................................. 21

2.7.1 Prepare a national road safety strategy and plan of action................................................... 22
2.8 Conclusion .............................................................................................................................. 23
CHAPTER THREE ..........................................................................................................24
RESEARCH METHODOLOGY.24

3.0 Introduction............................................................................................................................. 24
3.1 Research Design...................................................................................................................... 24
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3.2 Area of the study..................................................................................................................... 24

3.3 Study population ..................................................................................................................... 24
3.3.1 Sampling technique.............................................................................................................. 25
3.3.2 Sampling design................................................................................................................... 25
3.3.3 Sample size .......................................................................................................................... 25
3.3.4 Sampling procedures............................................................................................................ 25
3.4.1 Primary sources.................................................................................................................... 25
3.4.2 Secondary sources................................................................................................................ 25
3.5 Data collection instruments..................................................................................................... 25
3.5.1 Questionnaires...................................................................................................................... 25
3.5.2 Interview Guide ................................................................................................................... 26
3.5.3 Observation .......................................................................................................................... 26
3.5.4 Literature survey .................................................................................................................. 26
3.5.5 Validity and Reliability of the tools..................................................................................... 26
3.6 Data Quality Control............................................................................................................... 27
3.7 Study variables........................................................................................................................ 27
3.8 Data Analysis and presentation............................................................................................... 27
3.9 Procedures of the study........................................................................................................... 27
3.10 Limitation of the study.......................................................................................................... 28
3.10.1 Solutions to the Limitations of the study ........................................................................... 28
3.10.2 Ethical Considerations ....................................................................................................... 28
CHAPTER FOUR....................................................................................................................... 30
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF FINDINGS .......... 30

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4.0 Introduction............................................................................................................................. 30
4.1.0 General information ............................................................................................................. 30
4.1.1. Gender composition of the respondents.............................................................................. 30
4.2.0: Objective One; .................................................................................................................... 32
CHAPTER FIVE ........................................................................................................................ 43
SUMMARY, RECOMMENDATION AND CONCLUSIONS............................................... 43
5.0 Introduction............................................................................................................................. 43
5.1Summary of Findings............................................................................................................... 43
5.1.1Objective One; Findings on the causes of road accidents at Kabalagala town in Kampala . 43
5.1.2 Objective Two; Findings on Measures taken by drivers to reduce road accidents.............. 44
5.1.2 Objective Three.................................................................................................................... 45
5.2 General conclusion and recommendation. .............................................................................. 47
5.3 SUGGESTED AREAS FOR FURTHER RESEARCH ......................................................... 48
REFERENCES ............................................................................................................................. 49
APPENDIX C: QUESTIONNAIRE............................................................................................. 50

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LIST OF TABLES
Table: 2 Questionnaires Respondents .........................................................................................................24

Table 3: Gender composition of the respondents ......................................................................... 30

Table 4: Age distribution of respondents...................................................................................... 31
Table 5: Marital status of the respondents .................................................................................... 31
Table 6: Education level of the respondents ................................................................................. 32
Table 7: There are many road accidents at Kabalagala town in Kampala district........................ 32
Table 8: Road accidents are caused by reckless driving and over speeding................................. 33
Table 10: Road accidents have claimed the lives of many people at Kabalagala......................... 34
Table 11: Some accidents are caused by poor roads with potholes.............................................. 34
Table 12: Driving under the influence of alcohol and/or drugs cause road accidents.................. 35
Table 13: Overloading vehicles cause road accidents .................................................................. 35
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Table 14: Mechanical defects of motor vehicles cause road accidents ........................................ 36
Table 15: Careless pedestrians fall victims of accidents .............................................................. 36
Table 18: Careful driving in the case for drivers ......................................................................... 38
Table 19: Drivers taking the lives of passengers and pedestrians to be of value.......................... 38
Table 20: Drivers respect road signs and traffic rules .................................................................. 39
Table 21 Media sensitization and Road accident.......................................................................... 39
Table 22: Role of Billboards as employed by UBL in the fight to reduce accidents in Kabalagala
....................................................................................................................................................... 40
Table 23: The role of Newspaper, Bukedde, in the fight to reduce accidents .............................. 41
Table 24: FM Radios (CBS FM 89.2) and Media sensitization against Road accidents.............. 41

CHAPTER ONE
INTRODUCTION
1.0 Introduction
This chapter presents the background of the study, problem statement, purpose of the study,
objectives of the study, research questions, and scope of the study and significance of the study.
The study will be centered on media sensitization and road accidents using Kabalagala town
which is situated in Kampala district, the capital of Uganda as a case of this study.

1.1 Background of the study

A Road is a very general word/term, for a paved way in a town or between towns.
Accident: There are many definitions of the term accidents. But this research, we will consider
these as relevant in the compilation of this study report. Most books agree that an accident is an
undesired event that causes injury or property damage. (Bird and Germain 1985) That
occurrence in a sequence of events that produces unintended injury, death, or property damage
(National Safety Council 2001, viii)
An accident is undesirable or unfortunate happening that occurs unintentionally and usually
results in harm, injury, damage, or loss; casualty; mishap:
The term media is a communication channel through which news, Information, entertainments,
and education, data or promotion messages are disseminated. These today include; radios,
television, newspapers, the Internet (Face Book, Twitter, etcetera)
Wikipedia define Sensitization as the process of becoming highly to specific events or situation
especially emotional events or situation.
This research therefore looks at the media role to accidents today considering radio Central
Broadcasting Services 88.2 and 89.2 Frequencies owned officially by the Kingdom of Buganda
under his Majesty Ronald Muwenda Mutebi II.

Developing countries endure the most of the fatalities and disabilities from road traffic accidents,
accounting for more than 85% of the worlds road fatalities and nearly 90% of the total daily cost
due to road injuries. The problem is increasing in these countries at a fast rate, while it is
declining in all industrialized nations such as Western Europe, North America, Japan, Australia
and New Zealand.
India was the world leading statistics in 2010 (Appendix iii) reveal that at 132 fatalities per
10,000 vehicles, road accidents have earned India a dubious distinction, with over 130,000
deaths annually, the country has overtaken China and now has the worst road traffic accident rate
worldwide; with Uganda (opt for one of these words, rating, trailing) number seven worst road
traffic safety performer worldwide.
A total of 788 people were killed and nearly 5,000 injured, out of 6,820 road traffic accidents
recorded between January and June in 2000, reported by the State Minister for Transport while
launching the road safety week campaign on 11/12 2000 ( New Vision Newspaper of the 13
December 2000). An interview on the causes of the road traffic accidents shows that human error
is the main cause of accidents.
A comprehensive study of road safety (Treat et al., 1977) found that human error was the sole
causes in 57% of all accidents and was a contributing factor in over 90%. Human error can be
partly influenced by the psychological contract between the driver and his employer, the level of
the drivers social capital and the driving competence of the driver, driving school and the traffic
police.
Nearly half of the taxi drivers in the New Taxi Park in Kampala suffer from mental disorder,
the deputy District Director of Medical Services said, (The Monitor Newspaper, 10th November
2001and the one of 13 December 2000).
24% of 230 drivers studied in 2000 in one park suffered from psychological stress, 24% were
depressed, 11% suffered from alcohol abuses, while 0.8% had mental problems related to the use
of marijuana, the director added.
Violation of the psychological contract between drivers and their employers may change drivers
attitudes resulting into behaviors like over-speeding, reckless driving and adoption of habits like
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alcoholism and drugs abuse. These together with low levels of social capital and lack of driving
competencies may lead to poor road traffic safety performance characterized by traffic accidents
and deaths.
According to Dhilwayo (2000), analysis of accident occurrence between 1968 and 1990 showed
an increase of about 350% in Africa. This compares unfavorably to a reversing trend in
industrialized countries, where car ownership per 1,000 inhabitants has been estimated to be ten
times higher than in Africa. Further analyses of global accident statistics indicate that fatality rate
per vehicle registered in Africa countries ranged from eight to fifty times higher than in the
industrialized world.
More than 1.2 million people die in road crashes around the world. 10.0 million are crippled or
injured.
About 70% of these deaths occur in developing countries of which Uganda is only number
seven. Traffic crashes were assessed to be the worlds 9th most important health problem.
Unless action is taken, road crashes are focused to have moved up to the 3rd place by the year
2020, (Murray and Lopez, 1996).
Around the world, road traffic crashes cause 1.2 million deaths and 50 million injuries per year.
The majority of the causalities are the 15 to 44 age group who are the wage earners and childraising group. The loss cause many households to fall into poverty.
The accidents are mainly due to poor roads, poor driving, over-speeding, lack of adequate
policing among others. Without preventative action, it is estimated that road traffic crashes will
be the worlds third-leading cause of disease and injury by the year 2020 (United Nation, 2008).

1.2 Statement of the Problem

Police report (2013) states that, road accidents have claimed lives of many people in Uganda.
According the WHO report, an anticipation of road accidents to be the fifth claimer of lives in
the world by 2030 indicates a precarious state that needs the media attention. These accidents are
due to over-speeding, reckless driving, drivers under the influence of drugs alcohol and failure to
follow road signs. They have resulted into permanent injuries / disabilities, death plus more
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orphans being created each day that passes, not excluding the persistent rise in poverty accruing
from the same. It is the duty of every Ugandan to drive carefully and save lives. At Kabalagala
traffic police office, a revelation of road accidents between June and December 2014 indicated to
have reached to 40 cases, with about 12 deaths and 38 carrying permanent injuries due to fatal
accidents along this route.
The role of the media in minimizing these cases, a case of Central Broadcasting Service
89.2,(CBS), Bukedde Newspaper (Luganda local) plus road posters and billboards have been key
in sensitizing drivers and the general public on safe driving. Despite the considerable efforts by
the media on the case of increased road accidents, they still fatally exist. This study therefore,
intends to investigate the role of media in the fight against road accidents using Kabalagala town
as a case of our study, which is situated in Kampala district.

1.3 Purpose of the study

The purpose of the study is to do an in-depth examination on the role of media sensitization and
road accidents, a case of Kabalagala town, Kampala district, the capital city of Uganda.

1.4 Objectives of the study

The research study aims at the achieving following objectives.
i.

To investigate the causes of road accidents at Kabalagala town which is situated in Kampala
district, also the capital of Uganda.

ii.

To assess the impact of the Media in reducing road accidents.

iii.

To identify the effects of road accidents to the community and the nation in general

1.5 Research question

The research study aimed at answering the following research questions.
i.

What are the causes of road accidents at Kabalagala town situated in Kampala district,
which is also the capital of Uganda?

ii.

What are the effects of road accidents on the community and the country?
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iii.

What roles has the media played in reducing road accidents?

1.6 Scope of study

1.6.1 Geographical Scope
The study was carried out at Kabalagala town, situated in Kampala District, the capital city of
Uganda.

1.6.2 Subject scope

The study focused on the media sensitization and road accidents at Kabalagala town, situated in
Kampala district, the capital city of Uganda.
1.6.3 Time scope
The study covered a period of four months, that is to say January to April 2015.
1.7 Significance of the study
The research study conducted on the role of media sensitization and road accidents Using
Kabalagala town, which is located in the Capital City of Uganda, was believed to be beneficial to
academicians, whose interest is to study a topic related to this understudy and to the government,
whose effort can be geared to fight and reduce road accidents and finally for practical
development as elaborated below;
i) The study will help the government to know the causes of road accidents and this will
therefore gear the formulation of proper policies that will enable the reduction of Road accidents.
ii) The study will help future researchers by acting as a point of reference in respect to any study
that will be conducted on road accidents and the role of media in the same. This literature
remains pivotal in the research of the kind.
1.8 Conceptual framework
This conceptual framework is a construct of a relationship between the dependent variable and
independent variable. Media sensitization being understood through these sub-variables like,
adverts, road signs and radio stickers and Road accidents, the dependent variable can be broken
5

down into these sub-variables like, poor roads, drunk drivers, over-speeding, poor driving, lack
of adequate traffic policing among others. Imperative to relate in this construct, there are
intervening variables such as terrain and potholes as systematically detailed below. The
framework below does not differ from the above explanation that studies media sensitization and
road accidents in Kabalagala Town, Kampala City.
Figure 1. Conceptual frame work

Dependent variables

Independent variable

Media sensitization

Radio adverts

Road signs

Radio stickers,

Sensitization programmes.

Road accidents

Poor road

Drunk drivers

Over-speeding

Poor driving,

Intervening variables

Terrain

Potholes

Reckless passengers

Chapter one of this research study presents a detail of the research report by looking at, the
background of the study, research questions, significances of the study and the conceptual
framework as seen in detail above in chapter one. (Ranging from page 7-14 of this research
report).
The next chapter will be handling the literature review of the study which was also gathered in
line with the objectives, research questions and the significance set in the study report on Media
sensitization and road accidents, using Kabalagala Township, situated in Kampala district, the
Capital City of Uganda.

CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
In this chapter, the related literature about media sensitization and road accident is reviewed. The
purpose of this chapter is to explore scholarly work and previously conducted researches to
establish the role of media sensitization in the fight of road accidents.
2.1

Back ground to Kabalagala Town

Kabalagala is a fast-growing neighborhood township in Kampala, Uganda's Capital. The

neighborhood is famous for its many restaurants, bars, nightclubs and sports betting. It is a major
entertainment center in Uganda, with many of the establishments open 24 hours, 7 days a week.
During the 2000s, the neighborhood has become a vibrant business hub, with new commercial
banks, supermarkets, fuel stations and a university campus.
This makes this town more vulnerable to accidents because increase population arising from the
activities mentioned above and many hostels for students hence a solid fertilizer to the
occurrence of many accidents in this area and the need to study and wage a way forward.
The American Embassy in Uganda is located in neighboring Nsambya, about 1 kilometer
(0.62 mile) west of Kabalagala, along Ggaba Road. The neighborhood is a favorite hangout for
foreigners visiting or resident in Uganda.
2.2

Causes of Road accidents at Kabalagala

The majority of road crashes are caused by human error. Research has shown that driver error
accounts for over 80% of all fatal and injury crashes on most Kampala roads.
The main causes of death and injury on Kabalagala roads remains speeding, drink driving and
non-wearing of seat-belts.

Turyagumanawe (2000) lists down the ten known causes of road traffic crashes in
Uganda as follows:
We note that, apart from mechanical defects and tyre bursts, the other causes of road
crashes in Uganda are behavioral and can be addressed using the principles of psychological
contract, social capital and driving competence. These are the principles behind this study.
Reckless Driving /Over-speeding: In 1999, out of 5,811 victims, 627 died because of reckless
driving. In the year 2000, the figures rose to 7,161 victims and 714 died. The known reasons for
over-speeding and reckless driving in Uganda have been itemized as:
Intoxication after drinking liquor and taking drugs this makes most drivers to operate under
influence of alcohol hence prompting so many accidents on the road.
Greed for money by taxi drivers and `boda-boda operators. Using an observation approach, the
undeniable fact remains that these cyclist have greed for money and in a rush to ferry many
clients from these different entertainment spots to their way home has resulted to wrong usage of
the road, hence road accidents.
Excitement and showing off by the youth in Uganda has resulted into many accidents in this
township, this is true that excitement is based on the foundation of drugs and egoism. It is this
ego that tantamount into road accidents.
Hit and run: The numbers of victims of hit and run have risen from 2,638 in the year 1999 to
3,928 by the year 2000. People who actually die out of hit and run accidents have risen from 234
in 1999 to 270 in 2000. The identified reasons for hit and run crashes in Uganda are itemized as:
Absence of the traffic police personnel on the highways, as offenders know very well that they
will not be easily traced. This has accelerated the problem of increased road accidents in Uganda
not withstanding those at Kabalagala Town.
Overturning: The fourth important single cause of accidents in Uganda in terms of casualties is
overturning. The commonest causes of overturning in Uganda have been identified as: Overspeeding, Incompetent driving and Wrong car wheels plus imbalanced tyre pressure. It is worth

mentioning that two of the reasons for overturning are behavioral and can be addressed by
tackling the attitudes of drivers while driving.
Careless pedestrians: This category of road users contributes very significantly to the deaths
and injuries on the road in Uganda. Some of the known cases when pedestrians are declared
careless include: Crossing roads without first ascertaining ones safety, Playing in the middle of
the road, a habit exhibited by school going children, Refusing or failing to give way despite
warnings from other road users, Using road at night without reflectors, white clothing or light
such as torches, Lack of road signs and zebra crossings and Lack of pedestrian sidewalks.
Dazzling lights of another vehicle: Though accidents that fall under this category are few, the
concern is that the accidents associated with the habit of dazzling lights are on the increase.
Some of the known causes of these accidents are listed as: Drunken drivers who forget all about
dim lights, Learner drivers who do not know the essence of dim lights, Some obstinate drivers
who just refuse to give dim light, Set minded drivers who instead of giving dim lights give full
beam lights and Defective headlights whereby dimming them is not possible at all
Driving under the influence of alcohol and/or drugs: Turyagumanawe (2000) reports that
among the most deadly evils we have in the Ugandan society, driving under the influence of
alcohol and drugs is one of them. Driving under the influence of medicines like chroloquine
injection, marijuana Indian hemp, Mairungi, which is a local green leaf chewed by youth in
order to feel fantasized, cocaine and other intoxicating drugs are on the increase in Uganda all
these compromise good driving. Detection of the alcohol/drug crime is not easy in Uganda. This
is mainly because of the lack of appropriate detection equipment like the breathrylisers. It is also
presumed that drink-driving counts for most of accidents that occur at night, weekends and most
of the hit-and-run accidents in Uganda.
Among the known reasons for driving under the influence of alcohol and/or drugs in Uganda are
listed as: Frustration, Excitement and Wrong companion and refusal to take advise against
alcohol and/or drugs.
Looking at the above in an amalgam help this research to compile the most immediate causes of
road accidents in Uganda using Kabalagala, one of the most busiest town from morning to
9

morning to simply give a mirror to other parts of the country. These causes can also be
generalized to get a broader picture.
2.3 Media and road accidents in Uganda.
Media can be defined as Communication channels through which news, entertainment,
education, data, or promotional messages are disseminated. Media includes every broadcasting
and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail,
telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb,
depending on the sense intended.

Communication professionals have long recognized the need for a holistic education approach to
influencing the behavior of community members especially the young. Formal school
programmes in road safety and indeed in health generally provide the backbone to information
programmes in that they set out the advice in a clear and simple format graded for the
capabilities of different age groups.

Since the role of the media is a huge terminology and this research report cannot cover the entire
components of the media, it concentrated on the Billboards, Newspapers (Bukedde) and CBS
88.8 and 89.2 FM radios in the fight against road accidents in Uganda using Kabalagala town as
a case of study, which is situated in Kampala.

10

The above poster indicates the value of remaining safe in case of an accident by providing the
purpose of helmet to both the passenger and cyclists head. It has important information which is
interesting in any way it is arranged. This is explained further as; Performing a head surgery is
10,000,000 Uganda shillings, medical examination 150, 000, eye surgery 200,000 and a helmet
which can solve all the above is just at 40,000Uganda shillings. By looking at such poster which
was posted by the Voice of America in the campaign to combat road accidents in Uganda gives
both a cyclist and a passenger an option of choosing to put on a helmet or spend all that money
listed.
Bill

boards
have

11

equally a functional responsibility to ensure that the content visualized assists in the
dissemination of information that averts accidents and allows an atmosphere of reasoned and
informed decision-making to take place while one is driving. Corporate companies like Uganda
Breweries Limited (UBL) have fully addressed the issue of accidents through her programme
that addresses those cycling, driving cars and other motorized carriers by placing billboards
along highways and also along Kibuli- Kabalagala Town which is our case of study.

In the red card media campaign against road accidents annually done by Uganda Breweries
Limited, one of the leading providers and suppliers of beer in the country. Engaged in a
campaign of the sort because most accidents are associated today with forms of drugs and
alcohol, this organization has come up in the fight against several road accidents on very many
highways in Uganda.
The above billboard presented in the research recently was placed at Kabalagala Town, around
petrol, strategically appealing to people taking the route to the trading center and also those
leaving the Centre, this was able to pick motorist, passersby from all sides because it was placed
on two sides.
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Ideally we know that the use of bill boards as a visual means of communication her content
cannot be obstructed by dialect or language
If you consider another cause of road accidents on major roads in Uganda, UBL tries to clarify
that it is not only the use of alcohol which is being associated to road accidents as you see in the
characters that were chosen in the bill board, included, a man and a woman who in the picture
are presumed to be in love, because of the acts the two could have done like, caressing, can end
up confusing the driver who later crushed the car. This still refers to responsible driving when
you are with a partner in the car, if you surely love them, you must be in position to control your
emotions towards her.
Ugandas linguistic setup rendered a setback in the in the fight of reduction of accidents within
Kampala region not until the early 1990s when FM radios in Uganda were liberalized. That is
also when we saw an initiative by Buganda Kingdom to start up CBS FM 89.2 and 88.8 FM.
With the respect of the Buganda towards their culture and his Majesty, Ronald Mwenda Mutebi,
who is the founder of the station makes this station very positioned in convincing people about
certain bad practices like drinking while driving. This is taken as if the King has instructed hence
it is taken seriously by the pages. This is why this radio is key in the fight against radio
accidents; it is the fact of reverence to the Kabaka of Buganda.

Stickers from CBS FM on different motorized careers with words like Be safe, always
remember to wear a helmet... Bearing the fact the radio belongs to the King, His majesty,
Ronald Mutebi Mwenda whose being in the Buganda culture is unshaken, plays an incredible
role in the fight against several accidents on the roads in around Kampala region.
Giving of reflective Jackets to Boda Bodas with the logo and identity of Radio CBS 88.8 FM,
which is the voice of the kingdom is an important item given to Boda Bodas who work in the
night and day surrounded with accidents everywhere this jackets help to avoid crushes with
speeding cars at night. In this media is playing a role in the fight of reduction of accidents on the
road.

13

Dissemination of news about accidents that have taken place in and out of Kampala remains an
instrumental role the media does. In fact as they bring these accidents in there hard news, they
also caution drivers to be careful and responsible with peoples lives. This creates a sense of
responsibility in the drivers. This role cannot be underestimated in any sense.
Bukedde Newspaper is one of the most famous local Newspapers known for unearthing all odd
news including; portraying fatal images of road accidents on all roads in Uganda. This paper is a
subsidiary of the governments newspaper, The New Vision has played an instrumental of
covering accidents, in this people who drive carelessly have been threatened by these sensational
pictures, in the process, the appetite for speeding has decreased as drivers tend to see themselves
following the trend of those who appear dead in this newspaper.
A sample of some of the latest accidents that took place along Masaka road and claimed 7 lives
of people around May, the photo inset was taken by Paddy Bukenya a Bukedde Newspaper
reporter.

14

Photo extract of an accident along Masaka highway by Bukedde Newspaper (5th May 2015)
With such a continuous coverage, many drivers have been discouraged by the same, this equally
show the role newspapers play in sensitization against road accidents.
2.4 Measure taken by drivers to reduce road accidents
In Uganda (Turyagumanawe, 2000), the traffic accident victims have been grouped as:
Drivers: The number of drivers who perish in road crashes is increasing by about 5% per year.
In Uganda female drivers are exhibiting a commendable discipline in as far as road safety is
concerned, (Turyagumanawe, 2000).
For instance in 1999, out of 96 victims, only one was a female driver. The media has embarked
on a campaign to advocate for dont drink and drive campaign.

Motorcyclists: In the year 2000, out of 866 accidents reported involving motorcycles, 82 lives
were lost. 99% of the boda boda riders are the youth and this age group is vulnerable to
excitement and hence accidents. Furthermore, the training of riders in Uganda is none existent.
Pedal-cyclists
Cycling is the commonest and most affordable mode of transport in Uganda; and a lot of
fatalities and serious injuries have been reported. In the year 2000 alone, out of 1,851 pedal
cyclists involved in accidents, 275 perished. 266 of them were males.
Pedestrians: This group forms the largest number of accident victims on the roads of Uganda. In
the year 2000 alone, about 704 pedestrians died.
Passengers: Passengers form the biggest lot of victims on road crashes in Uganda. Though
Ugandan drivers take the blame for the carnage on the road, passengers, too, share this blame.
For instance, it is very common for passengers to compel and encourage drivers to drive very
fast. Passengers therefore abet crime of over-speeding, which leads to road crashes. Consider
looking at this in the format of effects.
15

A national road safety plan is a pre-requisite for achieving sustainable improvements in road
safety. The road safety plan can be medium or long term; and should set measurable long term
and medium term road safety targets, build capacity of local institutions and provide alternative
sources of financing for road safety improvement measures. It is, therefore, the intention of this
research study to enlighten the government of Uganda on the importance of including
psychological contract, social capital and driving competences of professional drivers among the
factors for consideration in the road safety plan of the country. This study sought to find out the
relationship between psychological contract, social capital and driving competences of
professional drivers and road safety performance in Uganda.
Violation of the psychological contract between drivers and their employers changes drivers
attitudes resulting into behaviors like over speeding, reckless driving and habits such as
alcoholism and drug abuse. This, together with low level of social capital held by drivers coupled
with inadequate driving competency by driving schools and traffic police, will keep road traffic
safety performance of professional drivers in Uganda poor.
2.5 Situation on Road Safety in Uganda
Grace James Itazi (2009), the road safety condition in Uganda is still unsatisfactory and road
accidents, fatalities and injury have been increasing during the last 10 years. In 2000 there were
14,390 reported accidents with 1,438 fatalities and 12,946 injuries compared to 2008 which had
2,334 fatalities, 18,250 reported accidents and 12,076 injuries. During the period 2000 to 2008,
the vehicles on our roads doubled. The fatalities per 10,000 vehicles reduced from 88 in 2000 to
64 in 2007. The reduction in the ratio shows the impact of the various interventions made by the
government and other stake holders to reduce carnage on the roads.
In Kabalagala where this research centered between January to December last year, road
accidents has revealed 40 cases of incidents which has indicated drivers have ignored road
safety.
It has been estimated that road accidents in Uganda cost about 2.6% of our GDP in terms of
lives, injury, vehicle and other property lost (Phoenix Road Safety feasibility study 2000). The
road safety situation in countries in our East African region and indeed, in Sub-Saharan Africa is
16

not any different. Ugandas current fatality rate is estimated to be 61 road deaths per 10,000
vehicles (2007) compared to Kenyas 34 road deaths per 10.000 vehicles while in Tanzania it is
68 road deaths per 10,000 vehicles.
However, this comparison must be treated with caution as recent data is often unreliable. Under
reporting vary between these countries. Never the less Ugandas fatality rate is almost twice
Kenyas and almost the same as Tanzanias. Taban pick a few relevant paragraphs and add them
to the background of the study. Leaving this topic in the literature interferes with the set
objectives.
2.6 Impact of Road Accidents
Almost 1.2 million people in the world are killed each year and 20-50 million are injured or
disabled. Out of these, 85 percent are from developing countries, but of these causalities is
from the sub-Saharan region. Most people are unaware that road traffic injuries are a leading
cause of disability. In Uganda recent statistics indicate that some 17,000 accidents are recorded
yearly, up from 12,000 in 2000.
Road accidents claim up to 2,000 lives annually. This is largely attributed to poor road designs,
failure to observe traffic laws and general lack of information on how best people can use roads.
Its estimated that Uganda loses up to $200 million annually due to traffic accidents.
Accidents disproportionately affect the younger population in our societies, thereby negatively
impacting on years of productive work. Reports from Mulago Hospital alone indicate a great
influx of Boda Boda accident victims. The boda boda phenomenon was a sudden birth of means
of transport in Uganda that wasnt planned for at all. People have since embraced it as a quick
means of transport, considering the traffic jams in the city. Some places are not easily accessible
with a taxi, so Boda Boda becomes an inevitable alternative. With no training at all, these guys
are ready to take any chances to arrive at their destination.
This kind of situation requires scientific solutions not blaming different parties/stakeholders. We
must appreciate that road traffic safety is a challenge world over but more of a disaster in
developing countries, especially in sub-Saharan Africa.

17

Researchers have indicated the 3 Es (Engineering, Enforcement and Education) as the most
effective and legitimate measures to deal with the problem. Our road designs are still lacking
with no adequate facilities for all road users, no separation of traffic, and without the necessary
traffic calming measures. This makes the Engineering part lacking. Road infrastructure
improvements and the introduction of procedures can make a remarkable contribution towards
reducing the consequences and seriousness of road accidents. By giving roads an explicit
configuration, designers can influence road user behaviour.
Roads that are self-explaining and easy to use improve driver behaviour. The creation of a
forgiving environment, e.g. side barrier, is also significant in reducing serious injuries.
There is always need to carry out a systematic safety impact assessment, especially on newly
built roads, but also on the already existing ones. This calls for an effective road safety audit
department.
Education, sensitisation/awareness campaigns about the consequences of not complying with
road safety regulations is a vital component as it will influence road user behaviour and change
peoples attitudes.
Driving license legislation is very important as it facilitates peoples freedom of movement and
permits targeted improvements in driver behaviour, in particular through driving tests to obtain a
driving license. The minimum requirements for this have to be made much more stringent.
Uganda today has to inevitably rely heavily on the third E - Enforcement as an immediate and
much more effective measure. Thanks to the Police Force that has beefed up enforcement by
introducing more traffic officers, especially in Kampala City, although some of these young
ladies look too polite to battle it out with some of the notorious taxi drivers. The traffic officers
need to get tough on over-speeding on highways, strongly penalise those who overtake
dangerously, and decisively deal with DMCs to reduce the carnage.
Its also important to take note of the most important and missing link here, i.e. political will. A
vivid example is the former French President Jacques Chirac who clearly stated in his manifesto
that he was going to ensure accident reduction during his term of office. His efforts realised a
40% decline in accidents in France.

18

Some African countries like Ghana, Botswana and Nigeria are registering tremendous
improvement in road safety mainly because of the extent to which top politicians have prioritized
this.
This reminds me of Ugandas success on HIV/AIDS. The world now knows that it was basically
because of President Musevenis initiative and this has in fact collected the big man tremendous
awards and international recognition. These efforts brought down the prevalence rate.
If the President takes a lead on this, we shall definitely see many changes.
Road accidents will be the third leading cause of death by 2020, according to the World Health
Organisation, if business remains as usual. Efforts to deal with the phenomenon have to be
stepped up.

2.6.1

Road accidents and the economy

There are various matters that contribute to the causes of traffic accidents in Uganda. According
to the Uganda Police Force, the majority of the accidents are due to the careless and
reckless/dangerous driving, as they amount to 38.9% of road accidents in 2011.
The human factors, such as careless driving, reckless driving, over speeding, over loading,
careless pedestrians, operating under the influence of alcohol and drugs, and passenger falling
from vehicles, contributed to more than 80 percent of road accidents. In addition, the majority of
the motor vehicles in Uganda are generally the imported second-handed cars that are already in
poor conditions with no clear mechanisms to inspect vehicles on a regular basis.
As noted in the Uganda Police Force Report of 2011, there have been great efforts to reduce such
alarming numbers of road accidents by increasing police presence on the roads and enforcement
of traffic regulations; however, such efforts may not be fully accomplished without the
infrastructure improvements of the roads by the relevant authorities.
Not only are the road users blamed for lack of proficient skills and knowledge to operate on
roads, but the relevant authorities of the roads are also to be accountable for the high rate of road
accidents as well. As the current road structures in Uganda do not meet the needs of increased
19

traffic flows, the relevant authorities must seek to mend such issues. In addition, the two
outmoded Ugandan laws of Roads Act of 1949 and Access to Roads Act of 1969 ultimately
contributes to such high rate of traffic accidents as well. As suggested in the current study of
URSSI, the extension of the road width should be increased to at least 40 meters from 15 meters
in order to allow for easy maneuver in case of accidents.
2.6.2

Road accidents and the community

In addition, the traffic accidents that occur across the nation also greatly influence Ugandas
economic growth as well. According to the Works Minister, Eng. Abaraham Byandala, road
accidents ultimately hinder Ugandas development and the efforts to achieve the Millennium
Development Goals, as the country loses approximately Shs. 800 billion per year due to traffic
accidents.
In addition to the emotional losses suffered by the related individuals, there are great financial
burdens due to the extortionate cost of treatment in hospitals, investigation of the accidents, and
etc. Such expenditure of money ultimately hinders the development in the long term as the
money could have been utilized for other human service deliveries, both by the government and
the individuals.
Measures taken by Drivers to reduce road accidents, because this forms part and partial of
your objectives. The Government of Uganda has undertaken short, medium and long term
measures to reduce accidents on the roads through the 3 Es of education, engineering and
enforcement and issuing appropriate regulations. In 2000 the Government of Uganda developed
a five year road safety program with a three year National Road Safety Action Plan whose
implementation started in 2004. This action plan has a three pronged approach namely: Capacity
building in the form of institutional support, Physical improvement of some critical black spots
on major road corridors and, Enhancement of enforcement.

The national road safety action plan is being implemented by the Ministry in
collaboration with other government ministries and agencies like the Ministry of
Health, the Ministry of Internal Affairs, the Ministry of Justice and Constitutional
Affairs, Ministry of Finance and Civil Society organizations.
20

2.7 National Road Safety Policy and Strategy

A national road safety policy and strategy are being prepared with the assistance of the World
Bank under the TSDP 2009 - 2014. This policy will help define current weaknesses and how to
address them, assign responsibility, monitor performance and evaluate road safety policy needs.
The current National Road Safety Council under my ministry is to be transformed into an
independent Authority.
A Ministerial Round Table African Road Safety Conference was held in Accra, Ghana and on
8th February 2007 the Accra Declaration was made with a number of resolutions and
recommendations for the African governments to take on.
Identify a lead agency in government to guide the national road Traffic safety effort.
This is currently being done by the National Road Safety Council a statutory body under the
Ministry of Works and Transport. However, steps are being taken to transform it and uplift its
status into a National Road Safety Authority which will have authority and responsibility to
make decisions, control resources and coordinate efforts by all sectors of government and NGOs
including those of health, transport, education and police.
Assess the problem, policies and institutional settings relating to road traffic injury and the
capacity for road traffic injury prevention.
A road traffic injury data bank will be created in the Ministry of Works and Transport by 2014
with collaboration of the Traffic Police, Ministry of Health and the Injury Control Centre to
ascertain the volume of traffic deaths, injuries and crashes but also which road users are most
affected. Efforts are being made to map out geographic areas with the greatest problem,
ascertaining the risk factors contributing to road crashes, improving on the current road safety
policies, programs and specific interventions and looking at the institutional structures
addressing the road traffic injury problem. We have already put in place speed calming measures
by installing speed governors in public service vehicles and goods vehicles of over 3:5tons. We
are encouraging the wearing and use of seat belts and we are carrying out a national sensitization
campaign for motor cyclists and bicycle riders to wear helmets.

21

It is important to note that in May this year we signed a Memorandum of understanding with the
International Road Assessment Program (TRAP) to work together to achieve a common
objective of reducing road carnage on our roads.
2.7.1 Prepare a national road safety strategy and plan of action
We are soon convening a national meeting of stake holders to make a road safety strategy and
plan of action. This will be carried out after a road safety capacity review has been done in
August this year through a grant we received from the Global Road Safety Facility under the
World Bank. The road safety strategy will be multi agencies involving government and NGOs
concerned with transport, health, education, law enforcement and other relevant sectors and
disciplines involving road safety scientists, engineers, urban and regional planners, health
professionals etc.
This strategy will take into account the needs of all road users and it will be linked to other
strategies in other sectors. The national road safety strategy will set ambitious but realistic targets
for the next five or ten years.
Implement specific actions to prevent road traffic crashes, minimize injuries and
their consequences and evaluate impact of these actions.
In our national transport master plan there are several features which include but not
limited to the following:
Land

use

and

transport

planning

to

provide

shorter

and

safer

pedestrian

and

bicycle/motor cycle routes and convenient, safe and affordable public transport.
Road designs including controlled crossings for pedestrians rumble strips and Street
lighting where necessary.
We have already put up a regulation requiring use of a seat belt and child restraint for
all motor vehicle occupants.
We have also put a regulation requiring riders and motor cyclists to wear crash
helmets and day time running lights.
Enforcement is being carried out randomly especially in the evening and at night to
enforce the blood alcohol limits for drivers.
New road projects are being subjected to a road safety audit.

22

We are carrying out road safety sensitization of law enforcement with public Information and
education campaigns on the dangers of speeding, driving under the influence of drugs or alcohol
and the social, economic and legal consequences of doing so.

2.8 Conclusion.
Road crashes cost the whole world a lot of resources in terms of the number of people killed or
injured in road crashes and the cost of properties destroyed in road traffic accidents. Over 70% of
the deaths due to road crashes occur in developing countries. Of the 14,384 accidents reported in
Uganda during the year 2000, about. 1,678 persons were killed whereas 10,213 were injured.
Unless the causes of road crashes are determined so that countries develop road safety plans to
improve safety on the road, more resources in terms of lives and properties will continue to be
destroyed and undoubtedly inhibit the economic and social development of developing countries.
The aggregate performance of road traffic safety in Uganda is clearly very poor, even by regional
standards.
Though statistical performance of individual organizations is not available, the clustered figures
of categories of organizations and class of vehicles show that the performance of road traffic
safety in Uganda, in terms of the number of road crashes and the amount of financial fines
imposed on traffic.

23

CHAPTER THREE
RESEARCH METHODOLOGY

3.0 Introduction
This chapter covers the background against which the data was collected. It also provides
description of the research methods of study, research designs, data type, data source, processing
and analysis, presentations as well as the limitations expected in the research process.
3.1 Research Design
The researcher used both qualitative and quantitative methods of design so as to capture the
details and adequate information. The use of both methods also ensured that the data was
effectively interpreted using the numbers, figures as well as the narrative.
3.2 Area of the study
The study was carried out at Kabalagala town in Kampala District, the capital city of Uganda.
The area was chosen because the researcher anticipated that the required data for the study will
be accessed easily.
3.3 Study population
The target population was Kabalagala residents, drivers, passengers and traffic officers.
It comprised of the following;

Table: 2 Questionnaires Respondents

Number of respondents Category

Category

Journalists/Media Practioners

20

Drivers

05

Traffic officers

20

Passengers

24

3.3.1 Sampling technique

3.3.2 Sampling design
The study used stratified sampling technique taking into account the different categories of
residents to be covered and the levels of responsibilities and then simple random sampling
techniques was used to choose respondents from the different departments.
3.3.3 Sample size
The sample size consisted of 50 respondents of different age groups.
3.3.4 Sampling procedures
Because of the limitations that the researcher faced during the study, the researcher a collections
of a good number of methods of collecting data that he found relevant and necessary to extract
responses and it involved both top bottom and bottom, top approaches to carry out the exercise.
3.4 Sources of data
Both primary and secondary data sources were used in carrying out the investigation.
3.4.1 Primary sources
This involved the use of questionnaires, interview guide and observations.
3.4.2 Secondary sources
This consultation include from Kabalagala residents and others stakeholders such as text books,
internets, journals and directories concerning inventory control and customer satisfaction,
newsletters, Annual corporate reports. Data obtained from these sources was later analyzed and
compared with primary sources in order to make informed judgment.
3.5 Data collection instruments
The researcher used a variety of instruments like questionnaire administration, observation and
interview guides.
3.5.1 Questionnaires
The researcher employed structured questionnaires in gathering data from the lower level
employees in different departments.
25

Close ended and open ended questionnaires were employed in gathering data among the middle
level management. The questionnaires were designed in such a way to reflect the objectives of
the study. Questionnaires were be used in data gathering because they are structured in a straight
forward way and the information to be obtained from them can easily be computed. Furthermore
the researcher believes that using of questionnaires would give respondents convenient time to
fill them without any pressure.
3.5.2 Interview Guide
The researcher also used the interview guide as a data tool for the study and this was based on
the study objectives.
Various questions relating to material inventory, countries and customer satisfaction were posed
to the respondents as a means of accessing first hand information. The researcher interviewed
residents of Kabalagala, tax drivers, passengers and Police. This instrument was used because it
is the quickest method of collecting data and questions can be repeated clearly for the respondent
to understand them and also data collected using this tool was more reliable and accurate.
Therefore it enabled the researcher to scrutinize the answers that were given in the questionnaire
and which enabled the researcher to obtain further information about inventory control and
customer satisfaction.
3.5.3 Observation
This involved the researcher physically visiting the offices of CBS FM, Bukedde FM and
examining the role of the media in the fight against road accidents.
3.5.4 Literature survey
The researcher also used the library to collect data from the company records as secondary data
which normally documented in nature, management reports, audit reports and records regarding
inventory and customer service.
3.5.5 Validity and Reliability of the tools
Questionnaires and interview guides. Pre-testing was done to measure the validity and reliability
of the research tools and to reduce on cases of question ambiguity and biases. Pre testing
26

exercise enabled the researcher to establish the sequence of the questions and how the interviews
should be conducted.
3.6 Data Quality Control
Data gathered from the respondents was edited and coded. Data was edited in order to ensure
completeness and accuracy of the data to be collected. In the process of editing the data that may
be collected, errors and omissions may easily be identified and eliminated. Edited data was
further coded in order to statistically obtain meaning from the data that may be collected
Coding involved the researcher assigning numerical questions to be answered so that responses
that may be obtained could easily be summarized and interpreted.
3.7 Study variables
The variables of the study are; media sensitization and road accidents. This squarely looks at the
role of the Media in the fight against road accidents. In this respect, Media is the independent
variable and a road accident is the dependent variable. The study was centered on the role of
media in the fight against road accidents.
3.8 Data Analysis and presentation
Descriptive Statistical method was used in analyzing and interpreting the findings of the study.
The data collected was edited for completeness, accuracy, consistency and relevancy to aid in
interpretation and analysis and then the findings were presented in tables and charts from which
frequencies were determined.
The researchers judgments were based on what the majority of the respondents will indicate or
depending on how the researcher perceived the situation on the ground. The findings of the study
were presented in such a way to reveal the role of media in the fight against road accidents.
3.9 Procedures of the study
The study was done in an organized way in which the researcher first obtained an introductory
letter from the Cavendish University of Uganda which the researcher presented to the Kabalagala
Police station, residents, drivers and passengers staff for easy identification of the researcher.
The researcher distributed questionnaires to the respondents in their respective departments and

27

thereafter the filled questionnaires were collected. In the meantime the researcher interacted with
respondents regarding the role of media in the fight against road accidents.
3.10 Limitation of the study
The researcher encountered various limitations including the following; financial difficulties due
to the rising cost of transportation, stationery, printing, research report. This was overcome
through proper budgeting of resources for the entire project.
Time frame, the time provided to the researcher may was enough to fully cover the planned
scope of the study.
Some respondents did not fill in the questionnaires thereby compromising the sample size of the
study. This was overcome by sensitizing respondents about the importance of the study.
Likeliness of authority being limited from certain sections of the respondents. This was solved
through involving only those respondents whom authority is not limited.
3.10.1 Solutions to the Limitations of the study
This was overcome through proper budgeting of resources for the entire project.
Time schedule was used for proper management of the limited time available.
3.10.2 Ethical Considerations
It was important during the process of research for the researcher to understand that participation
is voluntary; participants were free to refuse to answer any questions and may with draw any
time as emphasized by (Penslar, 1995).
Another important consideration, involved getting the informed consent of those going to be met
during the research process, which involved interviews and observations bearing in mind that the
area bears conflict.
Accuracy and honesty during the research process was very important for academic research to
proceed. The researcher treated the project with utmost care, in that there was no temptation to
cheat and generate research results, since it jeopardizes the conception of research.

28

Personal confidentiality and privacy were very important since the thesis was public .If
individuals had been used to provide information, it was important for their privacy to be
respected. If private information had been accessed then confidentiality has to be maintained.
(Potter, 2002)
Conclusively, this chapter was dealing with the methodology the researcher employed in the
gathering, editing, processing and interpreting of data in an understandable presented manner in
the next chapter.

29

CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF FINDINGS
4.0 Introduction
This chapter describes the analysis, presentation, interpretation of data followed by a discussion
of the research findings. The findings relate to the research questions that guided the study. Data
were analyzed to identify, describe and explore the roles played by FM radios in the in road
accidents in Uganda basing facts found at Kabalagala town to generalize for the big scope of the
study. Data were obtained from self-administered questionnaires, completed by 50 respondents
(n=50), a 100% response rate was achieved. Among these were; drivers, journalists, traffic
officers, passengers who are also the local persons/citizenry.
4.1.0 General information
4.1.1. Gender composition of the respondents
Findings on the gender of respondents were considered and can be evidenced in the table below
Table 3: Gender composition of the respondents
Gender

Frequency

Percentage

Male

30

60

Female

20

40

Total

50

100

Source: Primary data

From table 1, 60% of the respondents were male and 40% were female. This means that there
were more male respondents in the study, which indicate number of men dominant driving more
than women. The researcher tried to ensure that both males and females were included in the
study in order to ensure a balanced representation and validity of the results as presented above
in Table 3: Gender composition.

30

Table 4: Age distribution of respondents

Age group

Frequency

Percentage

Under 25 years

08

16

25-35 years

14

28

36-45 years

16

32

36-45 years

16

32

46 and above

12

24

Total

50

100

Source: Primary data

From table 2, 16% of the respondents were under 25 years of age, 28% were between 25 to 35
years, 32% were between 36 to 45 years and 24% were 46 years and above. This shows that
young people do not take driving as a priority but prepare for other jobs and that is why they
responded low.
Table 5: Marital status of the respondents
Marital status

Frequency

Percentage

Married

20

40

Single

10

20

Widowed

12

Divorced

16

Engaged

12

Source: primary data

From table 3, 40% of the respondents were married, 20% were still single, 12% were widowed,
16% of the respondents were divorced and 12% were engaged. It means the married group takes
lead in terms of responsibility as compared to other respondents.

31

Table 6: Education level of the respondents

Education level
Frequency
Secondary
7
Certificate
10
Diploma
12
Degree
17
Post graduate
4
Total

Percentage
14
20
24
34
8

50

100

Source: Primary data

From table 4, 14% of the respondents were secondary level holders, 20% were certificate
holders, 18% were diploma holders, 34% were degree holders and 8% were post graduate
holders. This implies that degree holders could have cars more than any other respondents .Most
outstanding, this can also be interpreted in the sense that since the questionnaire was in English,
it was understood by all respondents, since all were in position to read and write.
These two factors of age and education levels were instrumental and a determinant of the two
variables in chapter one, that is to say, as contained in the conceptual frame work of the research
study on the roles on media and road accidents employing a case of Kabalagala Town which is
situated in Kampala the Capital city of Uganda.
PART B
4.2.0: Objective One; Findings on the causes of road accidents at Kabalagala town in Kampala
district.
Table 7: There are many road accidents at Kabalagala town in Kampala district

Response

Frequency

Percent

Strongly agree

24

48

Agree

18

36

Not sure

04

Disagree

02

Strongly disagree

02

Total

50

100

32

From table 5, 48% of the respondents strongly agreed that there were many accidents in
Kampala, 36% agreed, 8% were not sure, 4% of them disagreed and 4% strongly disagreed. This
indicates that there were many road accidents taking place. But also the other understanding is
that all respondents were able to read and write since all have been in a school setting up to a
certain level, this means they have either been affected directly or indirectly by accidents.
Table 8: Road accidents are caused by reckless driving and over speeding
Response

Frequency

Percentage

Strongly agree

36

72

Agree

12

24

Not sure

02

Disagree

00

Strongly disagree

00

Total

50

100

Source: Primary data

From table 6, 72% of the respondents strongly agreed that road accidents were as a result of
reckless driving and over speeding, 24% agreed, 4% not sure. This shows that over speeding is
the main cause of road accidents along most roads in Kampala, including Kabalagala Township.
Table 9: Some drivers have inadequate driving skills
Response

Frequency

Percentage

Strongly agree

20

40

Agree

18

36

Not sure

02

Disagree

06

12

Strongly disagree

Total

50

100

Source: Primary data

33

From table 7: 40% of the respondents strongly agreed that the drivers had inadequate driving
skill; 36% agreed, 4% were not sure, 12% disagreed and 8% strongly disagreed. This means that
on top of reckless driving, drivers were in possession of inadequate driving skills, this too has
accelerated the rate of accidents in Kampala.
Table 10: Road accidents have claimed the lives of many people at Kabalagala.
Response

Frequency

Percentage

Strongly agree

40

80

Agree

06

12

Not sure

Disagree

02

Strongly disagree

02

Total

50

100

Source: Primary data

From table 8, 80% of the respondents strongly agreed that road accidents have claimed many
lives, 12% agreed, 4 disagreed and 4% strongly disagreed. This indicates the impact of road
accidents on the publics at Kabalagala which could also be generalized for the country.
Table 11: Some accidents are caused by poor roads with potholes
Response

Frequency

Percentage

Strongly agree

18

36

Agree

20

40

Not sure

04

Disagree

06

12

Strongly disagree

02

Total

50

100

Source: Primary data

34

From table 10 above, 36% of the respondents strongly agreed that most of the accidents are
caused by poor roads with potholes, 40% agreed, 8% were not sure, 12% disagreed and 4%
strongly disagreed. This indicates that potholes contributed to more accidents in Kampala region.
Table 12: Driving under the influence of alcohol and/or drugs cause road accidents
Responses

Frequency

Percentage

Strongly agree

20

40

Agree

24

48

Not sure

03

Disagree

02

Strongly disagree

01

Total

50

100

Source: Primary data

From table 11, 40% of the respondents strongly agreed that driving under the influence of
alcohol causes road accidents, 48% agreed, 6% were not sure, 4% disagreed and 2% strongly
disagreed. This shows that roads accidents are as result of alcohol influence or drugs.
Table 13: Overloading vehicles cause road accidents
Responses

Frequency

Percentage

Strongly agree

32

64

Agree

14

28

Not sure

Disagree

03

Strongly disagree

01

Total

50

100

Source: Primary data

From table 12, 64% of respondents strongly agreed that over loading vehicles causes road

35

accidents, 28% agreed, 6% disagreed and 2% strongly disagreed. This means that over loading
the vehicles is dangerous and it may also causes accidents.
Table 14: Mechanical defects of motor vehicles cause road accidents
Responses
Strongly agree
Agree
Not sure
Disagree
Strongly disagree
Total

Frequency
34
06
04
03
03
50

Percentage
68
12
8
6
6
100

Source; Primary data

From table 13, 68% of the respondents strongly agreed that mechanical defects of vehicles
causes accidents, 12% agreed, 8 were not sure, 6% disagreed and 6% strongly disagreed. This
means that drivers should ensure that vehicles are in good mechanical conditions.
Table 15: Careless pedestrians fall victims of accidents
Responses

Frequency

Percentage

Strongly agree

10

20

Agree

30

60

Not sure

02

Disagree

06

12

Strongly agree

02

Total

50

100

Source: Primary data

From table 14, 20% of the respondents strongly agreed that careless pedestrians fall victims of
accidents, 60% agreed, 4 were not sure, 12% disagreed, 4% strongly disagreed. This means that
there is need for more awareness on pedestrians who may be unknowing using the roads without
care.
36

PART C: 4.2.0: Objective Two; Findings on Measures taken by drivers to reduce road
accidents
Table 16: Drivers efforts to check on road accidents
Response

Frequency

Percentage

Strongly agree

28

56

Agree

10

Not sure

06

12

Disagree

03

Strongly disagree

03

Total

50

100

Source: Primary data

From table 15, 56% of the respondents strongly agreed that drivers have tried check on road
accidents , 2% agreed, 12% were not sure, 65% of them disagreed and 6% strongly disagreed
This

indicated

that

drivers

contributed

greatly

in

checking

road

accidents.

Table 17: Reduction in the usage of drugs and alcohol

Response

Frequency

Percentage

Strongly agree

03

Agree

03

Not sure

Disagree

04

Strongly disagree

40

80

Total

50

100

Source: Primary data

From table 16, 6% of the respondents strongly agreed that drivers no longer drink and drive, 6%
agreed, 8% disagreed and 80% strongly disagreed with the view. This shows if drivers are not
monitored by the police they drink and drive.
37

Table 18: Careful driving in the case for drivers

Response

Frequency

Percentage

Strongly agree

02

Agree

04

Not sure

02

Disagree

10

20

Strongly disagree

32

64

Total

50

100

Source: Primary data

From table 17, 4% of the respondents strongly agreed that reckless driving no longer the case for
drivers, 8% agreed, 4% were not sure, 20% disagreed and 64% strongly disagreed. This means
cases of reckless driving are still high.
Table 19: Drivers taking the lives of passengers and pedestrians to be of value
Response

Frequency

Percentage

Strongly agree

30

60

Agree

12

24

Not sure

02

Disagree

04

Strongly disagree

02

Total

50

100

Source: Primary data

From table 20 above, 60% of the respondents strongly agreed that driver do care about the lives
of passengers and pedestrians, 24% agreed, 4% were not sure, 8% disagreed and 4% strongly
disagreed. This indicates that drivers always put lives of passengers and pedestrians first.

38

Table 20: Drivers respect road signs and traffic rules

Responses

Frequency

Percentage

Strongly agree

34

68

Agree

06

12

Not sure

00

Disagree

02

Strongly disagree

08

16

Total

50

100

Source: Primary data

From table 21, 68% of the respondents strongly agreed that drivers respect road signs and traffic
rules, 12% agreed, 4% disagreed and 8% strongly disagreed. This shows that road signs and
traffic rules should always be followed at all times.
PART D
4.3.0: Objective Three; Media sensitization and Road accidents.
Table 21 Media sensitization and Road accident
Response

Frequency

Percentage

Strongly agree

26

52

Agree

16

32

Not sure

02

Disagree

04

Strongly disagree

02

Total

50

100

Source: Primary data

From table 22, 52% of the respondents strongly agreed that government plays a vital role in
reducing accidents, 32% agreed, 4% were not sure, 8% of them disagreed and 4% strongly

39

disagreed. This indicates that media as clearly chosen in this research play a fundamental role in
reducing accidents on the road.
Table 22: Role of Billboards as employed by UBL in the fight to reduce accidents in
Kabalagala
Response

Frequency

Percentage

Strongly agree

30

60

Agree

08

16

Not sure

02

Disagree

04

Strongly disagree

06

12

Total

50

100

Source: Primary data

From table 25, 60% of the respondents strongly agreed that billboards on the roads create a sense
in drivers, pedestrians and cyclist that has reduced accidents in Kabalagala and from the
respondents views, 16% agreed, 8% disagreed and 12% strongly disagreed with the view that
billboards as part of the media play an incredible role in the fight against accidents.

40

Table 23: The role of Newspaper, Bukedde, in the fight to reduce accidents
Response
Strongly agree

Frequency
28

Percentage
56

Agree

10

20

Not sure

02

Disagree

06

12

Strongly disagree

04

Total

50

100

Source: Primary data

From table 26, 56% of the respondents strongly agreed that Bukedde News Paper,a local
newspaper written in the Luganda dialect has played a crucial role of exposing accidents as they
happen in time and in their full detail by giving them enough coverage. These horrible pictures
sometimes create a sense of threat in people and cause them to drive, and also use the road
responsibly in order not to be the next victims, 20% agreed, 4% were not sure, 12% disagreed
and 8% strongly disagreed. This means from the above statistics presented from the respondents
that Bukedde newspaper which is one of the leading local newspaper has done a lot in deterring
the causes of accidents through exposing these accidents as they happen, this has created a lot of
fear in all the stakeholders.
Table 24: FM Radios (CBS FM 89.2) and Media sensitization against Road accidents
Response

Frequency

Percentage

Strongly agree

20

40

Agree

08

16

Not sure

02

Disagree

12

24

Strongly disagree

08

16

Total

50

100

Source. Primary data,

41

From table 27, 40% of the respondents strongly agreed that FM Radios have played through their
daily programming in combating road accidents, this is done through daily reporting of accidents
as they happen along the highways in Uganda, more so, CBS FM 89.2 has been in a campaign of
giving Boda Bodas helmets to protect cyclist from damaging their heads in case they got into
accidents, still, they have been able to give out reflective night jacket that have helped them as
they do their work in the night that the jackets reflect back after a ray of beam hits them.16%
agreed and 24% disagreed.
Considering the analysis of the research data in this chapter, it is evident from the statistics that
the researcher attained 95% accurate response from respondents on issues that were presented.
The next chapter deals with the discussion of the findings, respective discussions,
recommendations, the challenges and finally further areas of study.

42

CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSIONS
5.0 Introduction
The main purpose of this study was to find on the role of Media in the fight against Road
accidents in Uganda, where Kabalagala Town was selected as an area of sample study. In light of
the findings which were presented, analyzed and interpreted, the following discussion,
conclusion and recommendations were made.
5.1

Summary of Findings

The summary of findings shall not defer from the objectives of the study as stated in chapter one,
of this research report but shall be summarized basing on that principle. These included,
investigate the causes of road accidents at Kabalagala town situated in Kampala district, to assess
the impact of the Media in reducing road accidents, to identify the effects of road accidents to the
community and the nation in general and to identify the measures taken by drivers to reduce road
accidents.
5.1.1

Objective One; Findings on the causes of road accidents at Kabalagala town in

Kampala district were presented, analyzed and interpreted in Chapter four of this research
report. From the 50 questionnaire that were given out in conducting this research, the findings
indicate that 72% of the respondents strongly agreed that the lead cause of accidents was careless
driving. While also other causes followed in numerical descending sequence, 68% strongly
agreed on mechanical defects with cars, 64% strongly agreed overloading, 40% agreed on
reckless driving, 36% agreed on poor roads and finally 20% the last in that order strongly agreed
to the fact accidents at Kabalagala town were because of careless pedestrians.
The research recommends that from the above identified as lead causes a strict measure to
ensuring clinical driving skills be emphasized before driving permits are issued. And this should
not be the role of only the police, but should involve the community. This will also solve the
problem of reckless driving.

43

The research also recommends to this objective that roads be improved but with caution again of
not accelerating road accidents. In here, the researcher suggests that government through the
Local authority Kampala City Council ensure road humps and bumps are created towards the
center of this town.
In conclusion of the above objective, the researcher scored 95% accurate response from the
respondents, as this can be evident from the way they responded to the every subject of the
research report.
The 5% that remains can be accounted for from even the aspect of emotions of the respondents.

5.1.2 Objective Two; Findings on Measures taken by drivers to reduce road accidents
From the summary of the findings from the research study conducted on the role of the media on
road accidents using Kabalagala Town as a case of study, this objective as reflected above and
from chapter four, respondents reacted as follows to the items under discussion in this study.
Respondents
In reaction to drivers effort to reduce on road accidents, the respondents reacted 56%, which
implied that drivers try to avoid accidents as much as they can, this was against a premise that
they also need their lives as well, so they cant afford to lose lives while on the aspect of drug
abuse respondents strongly disagreed to the fact that drivers had stopped using drugs, in fact,
from the findings it indicates that they still drive under the influence of drugs at 80%.
More so, the respondents from the compiled findings intimated that on the subject of careful
driving, there was still a lot be to be desired s 64% strongly disagreed that drivers were taking a
lot of caution as they drive on the road to limit on the causes of accidents.
Still under the same subject which was inquired, respondents agreed to the fact the drivers had
value for their passengers lives, this was strongly agreed to a mark percentage of 60.This means
a lot for this research to imply on the reduction of accidents on the road.

44

Lastly under this inquiry, the research discovered that drivers had to a mark 68% respect of
traffic road signs and traffic rules. This is yet but another level the drivers have taken to reduce
on road accidents.
In conclusion to this objective, the researcher attained 100% response from the respondents,
which indicated that this objective was attained after employing the research methods as
contained in this research report chapter Three.
5.1.2 Objective Three
Media sensitization and Road accidents: From the summary of the findings from the research
study conducted on the role of the media on road accidents using Kabalagala Town as a case of
study, this objective as reflected above and from chapter four of this study, respondents reacted
as follows to the items under discussion in this study.
From the 50 respondents selected for this study and this particular section, Media Sensitization
provided a structural frame to the concretization of this study road accidents in Uganda using
Kabalagala town situated in Kampala City, the capital of Uganda to generalize on this subject
understudy.
From the presented, analyzed and interpreted data in chapter four of this study report, it is
imperative to note that this objective from two analytical angles of Strongly agree and Agree, I
can authentically report that 52% of the respondents strongly agreed to the fact that media plays
a crucial role in the fight against road accidents and 32% did agree on the same. Looking at the
summation of these percentage presentations, t cannot be denied that media still outstands
entirely in all things that affects society.
The researcher came to a conclusion that the study cannot study exhaustive the vehicles of
information as the term media means, which is also defined in Chapter two, Literature review of
this study, but to make the study comprehensive and attainable, vehicles like FM radios
specifically CBS FM 89.2 and 88.8 were chosen for analysis, Bukedde Newspaper and
billboards, as employed by Uganda Breweries in their campaign branded as red card, this was
found crucial for study in this research.

45

From the reactions of the respondents on the use of billboards in the fight against road accidents,
30 respondents constituting to 60% agreed that the sample of the red card billboard and posters
(all samples provided in the research were fundamental and impactful to both the drivers,
pedestrians and cyclists in instilling fear in those that came into contact with this information.
In conclusion of this particular element of billboards and posters, it was outstandingly agreed
that they are so impactful in the communication process which hence has changed the behavior
of all road stakeholders.
In recommendation to this item, the researcher recommends that Billboards and posters with
different visual and texts messages be put on all highways in Uganda, this was based on the
argument of the Magic bullet theory, where the media is viewed as irresistible and fast with
influence, continuous viewing of the same can help in conditioning all stakeholders of the roads.
Furthermore, on the Newspaper aspect which was chosen for this study, Bukedde Newspaper, a
local Luganda newspaper has got a lot of influence among Ugandans who cannot make out
meaning from the other papers that are written in English. But also it is famously known for her
sensational presentation of news, all accidents as they happen on the different roads in Uganda
today, made this newspaper as a first choice sub variable in the study of the role of media in the
fight against accidents. From the respondents views, 28 of the respondents that constituted 56%
concluded that Bukedde Newspaper is a key player in the sensitization against road accidents.
More still, in concretizing the aspect of media sensitization, Central Broadcasting Services
(CBS) 88.8 and 89.2 FM radios entities were selected for this study for their constant
sensitization effort about minimizing road accidents in Kampala and on highways today.
Programmes like sports on Thursday every week, Programme Akaati Kebyemizanyo.. which
can be loosely translated as the haven for sports news, runs every Thursdays, different specialists
in cars are hosted by the sports news team, and in this programme, safe driving is encouraged,
though the programme is a sports one.

46

In fact CBS FM has been instrumental in encouraging safe driving to the Boda Boda Cyclists, by
offering them reflective jackets that have helped to minimize on road accidents as they are
always run into by drivers because theres nothing reflecting when light beams hit at them. This
campaign has helped in reducing accidents.
More so, this radio station, has provided free helmets which are solicited by the sports
programme, and given to the cyclists to minimize on the damage motorcycles cause to the
cyclists. For the head being a delicate part of the body, this radio has been instrumental in
advocating for safe driving.
Finally, this radio has helped in sensitization against road accidents through news bulletins that
do not shelter accidents as reported from different parts of the country, still this aspect relates to
the power of the media, since the radios stated in the study are fundamentally owned by the
Buganda kingdom, this factor tends to concentrate all Baganda as they tend to have strong
reverence for their culture and cultural leader. In fact, as other drivers tuned get to know
information about any catastrophic accidents, this instills fear and a sense of responsibility in
drivers tuned in.
5.2 General conclusion and recommendation.
The numbers of road accidents are increasing each year, despite numerous government measures
to reduce them. The road accidents in Uganda have killed about 21,807 people since 2000, whilst
another 120,121 people are victims of accidents and 400 children die each year that passes by.
Thus this research continues to recommend that more billboards with several messages be put
along all roads, since the media is known to have the power to condition behavior of the people,
traffic personnel be increased to around 5 per radius of 1 to 2 miles along high ways plus
installing cameras in the city to check on bad driving. Government should ensure that a ban be
put on the importation of old cars, clear installation of road signs and strict measure on the
issuance of driving permits. If the above have been taken into consideration theres no doubt that
accidents will reduce on the roads today in our country.

47

5.3 SUGGESTED AREAS FOR FURTHER RESEARCH

Further studies should be carried out on;

i. Media and Corruption in the traffic police.

ii. The role of broadcast media in the promotion of good morals in Kampala district.

(iii) The Socio-political effects of road accidents in Uganda.

48

REFERENCES
Ampofo-Boateng K (1987). Childrens perception of safety and danger on the road. University
of Strathclyde: 1987. Unpublished doctoral dissertation.
Ampofo-Boateng K and Thomson J A (1990). Child pedestrian accidents: a case for preventative
medicine. Health Education Research Vol. 5, No 2 pp 265-74.
Christie N. (1996). The high risk child pedestrian: socio-economic and environmental factors in
their accidents. Crowthorne: Transport Research Laboratory; Project Report PR 117.
Department of the Environment, Transport and the Regions (1999a). On the safe side good
practice guide to road safety education in primary schools. London, The Department of the
Environment, Transport and the Regions.
Ghee C, Silcock D, Astrop A and Jacobs G (1997), Socio-economic aspects of road accidents in
developing countries. TRL Report 247, Transport research Laboratory.
Harland G, Davies G, Clayton A and Platt V (1998), What road safety officers were doing in
1996. TRL report number 343. Transport research Laboratory, Crowthorne.
Ongima, M.,(2001), Background to the road safety situation in Uganda, Uganda Police,
Kampala.
Turyagamanawe, G., (1996) The traffic safety situation in Uganda, Uganda Police, Kampala.
Uganda Police, (2000) Annual traffic statistics 1999, Kampala.
Uganda Police, (1999) Traffic and road safety report 1995-1998, Kampala.

49

APPENDIX C: QUESTIONNAIRE
Dear Sir/ Madam,
I am a student of Cavendish University Uganda conducting research on media sensitization and
road accidents at Kabalagala town in Kampala district as a partial fulfillment of the requirements
for the award of bachelors degree of mass communication. The information given will be
treated with maximum confidentiality and for academic purpose only.
Your contribution will be highly appreciated. Spare some of your valuable time to answer the
following questions.
Instructions: (Please tick or fill in the blank space where appropriate)
PART ONE: General Information
1. Gender
Male

Female

2. Age group?
Under 25 years

25-35 years

36-45 years

46 years and above

3. Marital status?
Married

Single

Widowed

Divorced

Diploma

Degree

Engaged

4. Highest level of Educations?

Secondary

Certificate

50

Post graduate

PART B: The causes of road accidents in Kampala district.

The key
Strongly agree

Agree

Not sure

Disagree

Strongly disagree

5 = SA

4=A

3 = NS

2=D

1 = SD

PART B: The causes of road accidents in Kampala district.

Statement

SA

There are many road accidents in Kampala district

Road accidents is caused by Reckless driving and over

speeding

Drivers have inadequate driving skills

Road accidents have claimed the lives of many people

The causes of accidents are impossible to control

10

Some accidents are caused by poor roads with potholes

11

Driving under the influence of alcohol and / or drugs cause

road accidents

12

Overloading causes road accidents

13

Mechanical defects of motor vehicles cause road accidents

14

Careless pedestrians fall victims of accidents

51

NS

SD

PART C: Measures taken by drivers to reduce road accidents

Statement
15

Drivers have tried to check on road accidents

16

Drivers no longer drink and drive even when they are not

SA

NS

SD

SA

NS

SD

monitored by the police

17

Reckless driving is no longer the case for drivers

18

Road accidents are a major threat to economic development

19

Customer complaints about drivers minimal

20

Drivers care for the lives of passengers and pedestrians

21

Drivers respect road signs and traffic rules

PART D: Media sensitization and Road accidents.

Statement
22

Bilboards plays a vital role in reducing road accidents

23

FM radios and sensitization against road accidents

24

News dissemination of all accidents on all highways

25

CBS FM and Reflective jackets campaign

26

CBS FM and the head helmet campaign

27

The dissemination of news about accidents through

Bukedde News paper

Thank you very much for your co-operation

52