Citation

Ghani Y, Musa M. Proc. Australas. Road Safety Res. Policing Educ. Conf. 2011; 15.

Copyright

(Copyright © 2011, copyright holder varies, Publisher Monash University)

DOI

unavailable

PMID

unavailable

Abstract

Road safety is a serious issue in Malaysia, especially among youngsters. In 2010, a total of 6,874 road users died on Malaysian roads, with about 25 per cent involving aged 16 to 25. One of the key interventions undertaken by the government is through road safety campaigns. This research attempts to look at media exposure among the highest risk group of road users; made up of male aged 16-25, from the ethnic Malay in the rural areas. This segmentation from the general population of road users would help campaign implementers in preparing better media plan, and hence making the road safety advertising campaign cost effective. A total of 1,133 respondents were surveyed nationwide. The findings reveal the group’s exposure towards the media in terms of preference for newspapers, television, radio and the internet. Thus, this study would be useful for media planners to determine the right media to deliver road safety messages effectively.