Kempen Rakan Trafik @ USM – Field observation
COMEC, acronym of Communication Makes Changes, consists of a total of 22 final year students of Persuasive Communication, Universiti Sains Malaysia, in collaboration with Malaysian Institute of Road Safety Research (MIROS) to hold Kempen Rakan Trafik@USM from January to May 2010 with the purpose of profiling and tracking high risk young motorists aged between 18 to 25 years old.
In an effort to provide holistic understanding of the attributes and characteristics of the high risk young drivers, COMEC conducted field observation to objectively measure the number of traffic offences occurred within USM main campus from 4th January 2010 to 10th January 2010. Additionally, this exercise also carries the objective of enabling us to suggest, plan and implement specific intervention programs that are tailored to the needs of this subgroup; and to evaluate the outcome of the intervention programs conducted
The field observation exercise took place at certain areas of main campus, mainly high risk road accident junctions. Sampling was conducted 3 times (morning, noon and evening) a day within a span of one week. Data of traffic offenses will be collected by an appointed enumerator.
Collected data is used as a baseline for pre-campaign measurement. Understanding the characteristics and attitudes of the high risk drivers will assist in tailoring the road safety interventions to their specific need, rather than organizing general campaign targeting all young drivers.
The main objectives of Kempen Rakan Trafik@USM are to be be a campaign that uses peer pressure as a medium to encourage the observation of rules and regulation when driving and help deviant drivers change improve on their road manners. The specific objectives are:
1. Drivers in USM knowing how to wear a seat belt properly. This is focussed more highly for students, with staff as an additional target audience.
2. Reducing the usage mobile phone when driving.
3. Encouraging the use of helmets belt when riding motorcycles.
4. Discourage speeding.
5. Promoting the use of signal lights when wanting to make a turn or lane changing.
Among the five behaviours mentioned above, our studies have shown that not wearing seat belts properly remains the biggest failing among USM students.
Kempen Rakan Trafik@USM is therefore working to highlight these behaviours on various high-profile exhibition, workshop, movie sharing, Catch U photo taking competition, and Public Service Announcement Competition among others.
Starting from 1st February, the two competitions, Catch U photo taking and Public Service Announcement, teamed up to motivate and empower the university students to intervene in the driving behaviors of the high risk drivers, by telling the driver when they felt his/her driving is unsafe. By doing so, we can raise awareness among USM students on how they can influence and persuade their peer group to practice road safety behaviour.
Pei Yan,
Universiti Sains Malaysia
See also: Autoworld Blog >> Blog Archive >> Kempen Rakan Trafik @ USM 2009/10
