Assessing the Effectiveness of Media Coverage on Road Safety Education: A Case Study of Aibu Yako…Hata Wewe and Usafiri Wako Programs on ITV

This article critically examines the effectiveness of ITV’s flagship road safety programs Aibu Yako…Hata Wewe and Usafiri Wako in shaping awareness, attitudes, and road-use behavior among motorcycle taxi riders (Boda Boda) in Kinondoni District, Tanzania. Road traffic crashes involving motorcycles remain a persistent public health concern in the country despite frequent media campaigns aimed at modifying risky riding practices. This study therefore sought to determine the extent to which televised road safety content translates into meaningful behavioral change. Employing a mixed-methods research design, the study drew evidence from 286 randomly selected riders, complemented by qualitative insights from ITV media practitioners, LATRA officials, and traffic police officers. Data collection involved questionnaires, semi-structured interviews, and documentary analysis of accident reports. Findings reveal that the programs substantially enhance riders’ knowledge of key safety aspects such as helmet use, speed management, road judgment, and the consequences of unsafe maneuvers. The visual dramatization of real accidents, expert commentaries, and advocacy messaging were particularly effective in capturing attention and shaping risk perceptions. However, despite improved awareness, behavioral adoption remains inconsistent. Many riders struggle to apply safe-riding knowledge due to socio-economic pressures to maximize daily earnings, strong peer influence, weak enforcement of traffic laws, limited access to television, and the normalization of risk within the Boda Boda subculture. These contextual barriers significantly limit the translation of safety awareness into sustained behavioural change. The study concludes that while ITV’s programs play a vital role in raising awareness and influencing attitudes, media interventions alone are insufficient to achieve comprehensive road safety outcomes. A more integrated, multi-sectoral approach is recommended one that strengthens collaboration between media houses, traffic authorities, Boda Boda associations, and regulatory bodies such as LATRA. Enhanced enforcement, targeted rider training, and continuous community-based sensitization are essential to complement media messages and foster long-term behavioural transformation.