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No. of pages: 83

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Abstract:

This research was primarily conducted to identify and highlight the potency of the various communication strategies adopted by the Federal Road Safety Corps in its drive to reduce the spate of road crashes in Nigeria. Safety awareness campaigns are initiated but do not produce the desired target of absolute reduction of road crashes because reckless driving and disobedience to traffic rules and regulations still persist among road users. The descriptive survey research method is used through open and closed questions administered to one hundred commercial drivers operating in various motor parks within the Federal Capital Territory, Abuja. The findings reveal that though drivers are exposed to the various media of communication (electronic and print), highway code and other measures being put together by the Federal Road Safety Corps, the potency of safety campaigns by the Federal Road Safety Corps is weak as strategies do not achieve optimal result in the traffic conduct of most drivers. Recommendations in the area of policy formulation and implementation, in addition to operational and administrative measures, were put forward to further stem the tide of road crashes, nationwide.