Evaluation of the Safely Home Communication and Education Campaign · 2017-08-25 · Evaluation of the Safely Home Communication and Education Campaign FINAL REPORT (Appendices) May

Evaluation of the Safely Home Communication and Education Campaign

FINAL REPORT (Appendices)

May 2015

Compiled by Rosemary Jacobs and Gail Jennings

Figure 1: Lansdowne Road, Khayelitsha: Buckle-Up billboard (paid-for Seatbelt campaign)

Table of contents

FINAL REPORT (Appendices) ..................................................................................... 1 May 2015 ....................................................................................................................................... 1

Compiled by Rosemary Jacobs and Gail Jennings ............................................................................ 1 APPENDIX 1 ..................................................................................................................................... 3

ROAD SAFETY EDUCATION PRESENTATIONS: INTERVIEW GUIDELINES .................. 3 Interview with the head teacher / school principal .................................................................... 3 Teacher interview....................................................................................................................... 4

APPENDIX 2 ..................................................................................................................................... 6 PARTICIPATORY EDUCATION TECHNIQUES PROJECT: INTERVIEW GUIDELINES .. 6

Interview with the head teacher / school principal .................................................................... 6 Teacher interview....................................................................................................................... 7 Learner focus groups.................................................................................................................. 8

APPENDIX 3 ..................................................................................................................................... 9 SCHOLAR PATROL PROGRAMME: INTERVIEW GUIDELINES ........................................ 9

School principal interview ......................................................................................................... 9 Teacher interview (the responsible educator) .......................................................................... 10 Learner focus groups (scholar patrol team members) .............................................................. 12 Learner focus groups (learners who are not part of the scholar patrol team) .......................... 13

APPENDIX 4 ................................................................................................................................... 14 SURVEY ANALYSIS for Scholar Patrol Telephone Questionnaire 22 March 2015................. 14

APPENDIX 5 ................................................................................................................................... 19 PAID-FOR SEATBELT CAMPAIGN: INTERVIEW GUIDELINES ....................................... 19

Focus group – drivers............................................................................................................... 19 Focus group – passengers (people who do not drive) .............................................................. 21

APPENDIX 6: .................................................................................................................................. 23 PAID-FOR SEATBELT CAMPAIGN: DETAILED ANALYSIS - MITCHELLS PLAIN ....... 23

Focus group - drivers ............................................................................................................... 23 Focus group – passengers ........................................................................................................ 30

APPENDIX 6: .................................................................................................................................. 37 PAID-FOR SEATBELT CAMPAIGN: SEATBELT CAMPAIGN, KHAYELITSHA ................. 37

Focus group – drivers............................................................................................................... 37 Focus group – passengers ........................................................................................................ 50

APPENDIX 1

ROAD SAFETY EDUCATION PRESENTATIONS: INTERVIEW GUIDELINES

Interview with the head teacher / school principal

1. When was the Road Safety Education Presentation programme initiated in your school? [Does the

length of time in which they have been involved have any impact on the effectiveness?]

2. What is the aim of the programme?

3. Tell us more about teacher involvement in the programme.

Probe:

– How do you select teachers for involvement?

– Are all the teachers involved?

– What are the teachers’ attitudes toward being involved?

4. What has been the impact of this programme on your school?

Probe:

– Awareness among learners

– Road-safely behaviour from learners

5. Have you noticed any changes in your community as a result of this programme? [obtain fatality and

injury data that has relevance to this school/ area, to compare]

Probe:

– If yes, what are these changes?

6. What changes/improvements to the programme would you recommend?

Teacher interview

1. When did you start being involved with the Road Safety Education Presentation P programme? [Does

the length of time in which they have been involved have any impact on the effectiveness?]

2. How did you become involved in the programme? [is this a ‘chore’ or are they passionate about the

subject; does this impact on the success]

Probe about:

– (if they volunteered: What made you volunteer?

– (if imposed: how did the teacher feel about / react to this?)

3. Tell me about the programme [ask for clarification, etc; they are likely to highlight the positives

without you having to ask; can you add more, what did you mean when you said X…]

Further probing:

– Were the presentations relevant?

– Has it been easy to incorporate the road safety information into your teaching programme? Why

or why not?

– Could we have a copy of your lesson preparation material?

– In which subject areas did you incorporate the information?

– What were the challenges?

4. Tell me about materials that were presented to you?

Further probing:

– Were the materials relevant?

– Were the materials easy to follow?

– Has it been easy to use the materials in your teaching programme? Why or why not?

5. What are the most useful aspects of the programme?

Probe:

– What made these aspects particularly useful?

– What did you not particularly like about the programme? Why?

6. Do you think that the programme has reduced the number of fatalities and injuries of learners [obtain

fatality and injury data that has relevance to this school/ area, to compare]

Probe:

– If yes, in what way?

– If not, in what way?

7. What has been the benefit of the programme to the school and learners?

8. How do you judge the success of the programme?

Probe:

– You said, above, that the programme has XYZ benefit? How do you measure this benefit?

9. What changes/improvements to the programme would you recommend?

APPENDIX 2

PARTICIPATORY EDUCATION TECHNIQUES PROJECT: INTERVIEW GUIDELINES

Interview with the head teacher / school principal

1. What is the PET Project about?

2. Which year(s) was your school involved in the PET Project?

3. How did your school become involved in the Project?

Probe:

– Do the teachers ask to participate?

– Are they allocated to the Project?

4. How do the learners become involved in the Project?

Probe:

– Do the learners ask to participate?

– Are they allocated to the Project?

5. What have been the positive effects of the Project in your school? [compare these, when conducting

our analysis, to the stated objectives of the Project.]

6. Are there any other road safety programmes that are currently being undertaken by the school?

Probe: [After the Project ended, did the school’s focus on road safety die down?]

7. If your school was given the opportunity to participate again, would you do so again?

Probe:

– If yes, why

– If not, why not?

7. What changes/improvements to the programme would you recommend?

Teacher interview

1. In which year was your involvement in the PET Project?

2. From which grade were the learners in your school’s Project?

3. Is the PET Project part of the day-to-day curriculum or is this an ‘elective’ project?

4. How do learners become involved in the Project?

5. What was the issue or challenge you and your learners selected for the Project?

6. What was the process by which this issue or challenge was selected?

7. How did you incorporate your research and findings into rest of the school community?

8. What was the broader community involvement in the Project?

9. How did you incorporate your research and findings into the broader community?

Probe:

– After your involvement with the PET Project, did your involvement with the community and road

safety councils continue?

– If yes, what? [probe about commitment to road safety, parental interest, etc]

– If no, why? [probe about resources, support, etc]

– Are there any other road safety programmes that are currently being undertaken by the school?

10. What has been the benefit of the Project to the school and learners?

11. What has been the benefit of the Project to the broader community?

12. Did the Project have any lasting impact on the issue or challenge you selected?

Probe:

– If yes, in what way?

– If no, why do you think this is the case? [probe – was this the right issue or challenge to select?]

13. What are the current most important road safety challenges in your community?

Probe:

– Why?

14. Is there any other issue you wish to raise?

Learner focus groups

1. Tell me about the PET Project?

Probe:

– Understanding of objectives

– Understanding of the process

– Understanding of the expectations

2. When did you participate in the Project? What grade were you in?

3. Tell me about the issue or challenge that you choose to focus on.

Probe:

– Why was this / is this an issue or challenge in your community or school?

– Which people in your community did you talk to about this issue or challenge?

– Tell us about the solution you came up with for your challenge or issue?

– How was this solution implemented?

4. What did you enjoy the most about being involved with the Project?

Probe:

– What was the most useful thing you learned?

– How have you been able to use what you learned in your everyday life?

– How did the school benefit from the Project?

– How did the community benefit from the Project?

5. If you had to select a challenge or issue this year, what would it be? [What are the influences based on

whether they live within the community? Travel some distance to the school? Etc]

Probe:

– Is this different to the challenge you did select?

– If yes, why?

– If no, why?

APPENDIX 3

SCHOLAR PATROL PROGRAMME: INTERVIEW GUIDELINES

School principal interview

1. What are the road safety challenges in your area?

Probe:

– Elaborate

– Have any learners or teachers at your school been injured or killed in a traffic incident? [more details

if relevant]

2. When was the scholar patrol initiated in your school? [Does the length of time in which they have been

involved have any impact on the effectiveness?]

3. What is the aim of the programme?

4, How did your school get involved?

Probe:

– Was it recommended to you? If so, why?

– If you requested a scholar patrol, what made you request it?

5. What has been the benefit of the Scholar Patrol to the school and learners?

6. What has been the benefit of the Scholar Patrol to the broader community?

Teacher interview (the responsible educator)

(how many scholar patrol crossings are there at your school?)

1. Tell me about the scholar patrol that is implemented in your school?

Probe:

– Type of crossing

– Team members

– Etc.

2. When was the scholar patrol initiated in your school?

Probe:

– What prompted the initiation of the SP in your school?

3. How did you get involved in the programme?

Probe about:

– (if they volunteered: What made you volunteer?)

– (if imposed: how did the teacher feel about / react to this?)

4. What has been the benefit of the Scholar Patrol to the school and learners?

5. What has been the benefit of the Scholar Patrol to the broader community?

6. Parents are required to give their consent or permission for their child’s involvement in the Scholar Patrol.

What is the attitude of parents toward the Scholar Patrol in general, and their child’s participation in

particular?

Probe:

– Have any parents refused to give permission to their child?

– If yes, do you know why this is the case?

7. Have you noticed any changes in motorist road attitude and behaviour since you have been involved in the

scholar patrol?

Probe:

– If yes, what are these changes?

– If yes, what do you think is the primary influencer of this change?

8. Have you noticed any changes in the road-use attitude and behaviour among learners (pedestrians) since

you have been involved in the scholar patrol?

Probe:

– If yes, what are these changes?

– If yes, what do you think is the primary influencer of this change?

9. Would you recommend any changes or improvements to the way in which the Scholar Patrol is

implemented?

Probe:

– If yes, what are these?

– If no, why not?

Learner focus groups (scholar patrol team members)

[include a demographic questionnaire]

1. Tell me about the scholar patrol at your school.

2. Why is there a scholar patrol at your school?

3. Why are you involved in the scholar patrol?

4. For how long have you been involved in the scholar patrol?

5. What do you do in the scholar patrol?

6. How does your scholar patrol help other learners?

7. When you are not on scholar patrol duty, do you cross at the scholar patrol?

8. Do you like being part of the scholar patrol?

Probe:

– If yes, why?

– If no, why not?

9. What is the right way to cross the road where there is a scholar patrol?

10. What is the right way to cross the road where there is no scholar patrol?

Probe:

o [understanding of road traffic signals and signs]

o [understanding of road danger]

Learner focus groups (learners who are not part of the scholar patrol team)

[include a demographic questionnaire]

1. Tell me about the scholar patrol at your school.

2. Why is there a scholar patrol at your school?

3. Do you use the scholar patrol at your school?

4. How does your scholar patrol help learners?

5. Have you attended a school where there is no scholar patrol?

Probe:

– How safe was it to cross the road at that school?

– How safe do you feel crossing the road at the scholar patrol?

– [feelings of anxiety, fear, confidence]

6. What is the right way to cross the road where there is a scholar patrol?

7. What is the right way to cross the road where there is no scholar patrol?

Probe:

– [understanding of road traffic signals and signs]

– [understanding of road danger]

APPENDIX 4

SURVEY ANALYSIS for Scholar Patrol Telephone Questionnaire 22 March 2015

Demographics

18 teachers from primary schools in towns across the Western Cape were interviewed.

Towns included Cape Town Metro, Mossel Bay, Knysna, George, Malmesbury and Grabouw.

Names of schools:

St Michaels Primary - Malmesbury

iMekhaya Primary School – Mossel Bay

Milkwood Primary School – Mossel Bay

iSalathiso Primary School – Mossel Bay

Erika Primary School - George

Linge Primary School – Cape Town Metro

Diaz Primary School - George

Laerskool Knysna - Knysna

Conville Primary - George

Laerskool Hartenbos – Mossel Bay

Laerskool Swartland - Malmesbury

Umyezo Wama Apile Combined School - Grabouw

Qingqa Mntwana Primary – Cape Town Metro

Parkdene Primary School - George

St Thomas Primary School - Malmesbury

Question 1: What type of crossing do you have at your school?

94% of respondents indicated they had single lane block pedestrian crossings, and 6% indicated they had

multi-lane block pedestrian crossings.

Questions 2: Do you know which forms are used for scholar patrol registration? If yes, name the forms and

for what are they used.

75% of respondents knew and could name the correct SP forms used: SP1 for registering the school, SP2 for

the parent to sign, SP for the teachers

Questions 3: Do you know where to lodge/report any traffic violation of SP? If yes, explain.

32% of respondents indicated they did not know where to report traffic violations. The remaining 68% said

they would contact the local traffic department.

Enforcement

Questions 1: From which grade are the learners recruited?

52% of respondents indicated learners were recruited from Grades 6, 7 or 8.

30% indicated learners were recruited from Grade 4 or 5.

The remaining 18% indicated learners were recruited from Grade 3 or lower.

Question 2: How many SP teams do you have?

32% of respondents indicated they had 5 or more teams; 62% indicated they had less than 5 teams, and 6%

indicated they did not have a team.

Question 3: How many times per day does your SP teams operate?

25% of respondents indicated their teams operated in the mornings only, 69% in the mornings and

afternoons, and 6% during mornings, break times and afternoons.

Question 4: Is there a traffic warden allocated to the school?

50% of respondents indicated there was a traffic warden allocated to the school, and 50% indicated there

was not.

Question 5: Was there training rendered to the learners and teacher(s)?

62% of respondents indicated there was training rendered, and 38% indicated no training was rendered.

Those that did receive training indicated it was rendered by the officials from the traffic department or

department of road safety.

Question 6: How many teachers/adults are scheduled for SP at a given time?

62,5% of respondents indicated there were 1 or 2 teachers/adults scheduled for scholar patrol slots.

37,5% of respondents indicated there were 3 or more on duty for scholar patrols.

87,5% of all respondents indicated they had a schedule/time table in place for these duties.

Question 7: Does the school have any relationship/contact with local traffic officials?

93,75% of respondents indicated they did have a relationship/contact with local traffic officials.

Engineering

Question 1: Are the road markings visible?

18% of respondents indicated there were no road makings at all; 24% indicated there are road markings, but

they are faded and need to be repainted regularly, 58% indicated the roads did have markings.

Question 2: Are road signs in place?

31% of respondents indicated there were no road signs in place, and the remaining 69% indicated there were

road signs in place.

Telephone survey – needs and requirements

NO REGION DATE OF SURVEY Comment

1 George 09/03/2015

Mr X requests an Evaluation to be conducted at the

school, also for his team to get rewarded for the work

they do as they are always on duty and committed to he

scholar patrol work.

2 Malmesbury 09/03/2015

School never received any training and don't have

materials for the scholar patrol; Mr X requests we send

him forms to register for Scholar Patrol

3 Mossel Bay 09/03/2015

The school is in a process of registering for the Scholar

Patrol Programme.

4 Grabouw 10/03/2015

The relationship they used to have with the local traffic is

not as it was before and they would like to have visits

from the Department of Transport

5 Cape Town 10/05/2015

School request for the road marking to be done again as

it does not show and for a traffic officer to be allocated

to the school.

6 Pacaltsdorp 11/03/2015

No scholar patrol at the school, they have traffic officers

operating not learners or teachers.

7 George 11/03/2015

Miss X requests more traffic cones because cars just stop

anywhere, they want to stop that and put traffic cones

8 George 11/03/2015

They are happy with the help they get from the Local

Traffic Department as they get assistance from a local

traffic officer who comes to the school on weekly basis to

teach the learners about Road Safety.

9 Malmesbury 11/03/2015

Mr X request for speed humps to be put on the road as

the road is busy with cars.

10 Mossel Bay 12/03/2015

All is good, Mrs X helps with the Scholar Patrol and the

principal has a parent that works for the Department and

the officials do come to the school for training Mr

Hellegen and the learners.

11 Knysna 12/03/2015

Mrs X suggest if there would be a bridge over the road

the learners cross it would be good because the road the

learners cross is quite busy

12 Cape Town 12/03/2015

Mr X has a request of a Traffic Officer to be allocated to a

Multi-lane block pedestrian crossing for children crossing

from Phillipi to Nyanga.

13 George 12/03/2015

All is good, there's a good relationship with the Head

Scholar Patrol Officer and the Municipal assist on

marking the roads and putting road signs.

14 George 12/03/2015

Mr X has been the teacher in charge of the Scholar Patrol

for the past 14 years and requests a document certifying

that.

15 Mossel Bay 12/03/2015

The team is waiting for their uniform and it is hard for

them to work as they have been waiting since last year.

16 Malmesbury 13/03/2015

There is not scholar patrol, there is a traffic officer

allocated to the community to assist learners to cross the

road.

17 Mossel Bay 13/03/2015 There is no scholar patrol anymore.

18 Mossel Bay 13/03/2015

Mrs X says there was no training rendered for teachers

and she is the only teacher that coordinates the scholar

patrol.

APPENDIX 5

PAID-FOR SEATBELT CAMPAIGN: INTERVIEW GUIDELINES

Focus group – drivers

1. What are your perceptions or feelings about wearing a seatbelt?

Probe:

– [necessary? Just a false sense of security? Irritating but they do it? Never do it, etc.]

– When would you consider not wearing a seat belt? [E.g. short distances, when it the roads are empty,

if I am a passenger, etc.]

– What can happen to you if you don’t wear your seat belt?

– What would you do if a passenger in the vehicle you are driving does not wear their seat belt?

2. Have you received any information, heard or seen any information about reasons road safety in past two

years

Probe:

If yes, where [radio, TV, billboards, friends, community leaders, newspaper, etc.]

– If they mention radio or billboard:

o Can you describe one of the billboards to me? Where was it?

o Can you describe the radio advertisement to me? On what radio station did you hear it?

– [Note to interviewer – note if they do NOT mention radio or billboards]

3. Which radio station do you listen to most of the time? At what time of the day.

4. Play the radio ad that played on the relevant radio station.

Probe:

– If you were driving and I played you this, what would be your immediate reaction? [check if he is

wearing his seatbelt? Do nothing?]

– Do you feel that this ad is relevant to you? Do you feel as if you can relate to the person or situation

in the ad? [if this ad was played in your own language, would you feel differently – if yes, why? If no,

why? – probing around compliance]

– What do you think is the message of this ad?

– Do you remember hearing this ad? [if they say they do, …

5. Tell me about your travel patterns in this area.

Probe:

How often do you travel along X road?

In a private car or in a public transport vehicle?

6. Show them the billboard ad that was in their area [take A3 prints with us]

– If you were driving and you saw this billboard, what would be your immediate reaction? [check if he

is wearing his seatbelt? Do nothing?]

– What do you think is the aim of this ad?

– Did any of the people or situations in the advertisement remind you of yourself or anyone you know?

7. What are your perceptions about this seatbelt campaign (the radio advertisement and the billboard

advertisement)?

Probe:

– [do these messages make people think about road safety?]

– [do these messages persuade people that they are at risk?]

– [do people feel that these messages or consequences are applicable to them?]

– [do these messages persuade people to change their behaviour?]

– [what kinds of messages might be more effective / believable to this particular audience – what kind

of ad would they have created instead?]

Focus group – passengers (people who do not drive)

1. How often are you a vehicle passenger along X road?

– In a private car or in a public transport vehicle?

– Does the vehicle you travel in have a seatbelt in the passenger seat?

2. Have you received any information about road safety in past two years?

Probe:

If yes, where [radio, TV, billboards, friends, community leaders, newspaper, etc]

–

– If they mention radio or billboard:

– Can you describe one of the billboards to me?

– Can you describe the radio advertisement to me?

– [Note to interviewer – note if they do NOT mention radio or billboards]

3. Which radio station do you listen to most of the time?

Play the radio ad that played on the relevant radio station.

Probe:

– If you were driving and I played you this, what would be your immediate reaction? [check if he is

wearing his seatbelt? Do nothing?]

– Do you feel that this ad is relevant to you? Do you feel as if you can relate to the person or

situation in the ad? [if this ad was played in your own language, would you feel differently – if

yes, why? If no, why? – probing around compliance]

– What do you think is the message of this ad?

– Do you remember hearing this ad? [if they say they do, …

4. Tell me about your travel patterns in this area.

Probe:

– How often do you travel along X road?

– In what type of vehicle do you travel?

5. Show them the billboard ad that was in their area [take A3 prints with us]

– If you were a passenger in a vehicle and you saw this billboard, what would be your immediate

reaction? [check if you are wearing your seatbelt? Do nothing?]

– Did any of the people or situations in the advertisement remind you of yourself or anyone you know?

6. What are your perceptions about this seatbelt campaign (the radio advertisement and the billboard

advertisement)?

Probe:

– [do these messages make people think about road safety?]

– [do these messages persuade people that they are at risk?]

– [do people feel that these messages or consequences are applicable to them?]

– [do these messages persuade people to change their behaviour?]

– [what kinds of messages might be more effective / believable to this particular audience – what kind

of ad would they have created instead?]

One last question: do you remember a ‘lottery’ where you could win R25 thousand if your driver license

number was picked from a lucky draw? [This was quite a long time ago – festive season 2012-2013 – but

they might remember someone winning…]

If yes – Probe: Tell us more about the ‘lottery’? Can you remember what the conditions were before

you could win? [The driver could not have any speeding fines, drunk driving fines, using a cell phone

while driving, or fines for not wearing a seatbelt)

APPENDIX 6:

PAID-FOR SEATBELT CAMPAIGN: DETAILED ANALYSIS - MITCHELLS PLAIN

Focus group - drivers

“You must remember we don’t all have the larney cars. My car doesn’t even make a noise when I don’t wear

my belt.”

Drivers ‘know’ that seatbelts are an important safety device. When asked how they felt about wearing a

seatbelt, they know that it’s for your safety, and that non-compliance carries a fine.

“It’s for your own safety – simple!”

“Some people like to use it. I know people who don’t like to use it. You get fined if you don’t.“

One respondent says that:

“I think everybody should always wear a seat belt – front or back. … People just don’t use them. “

However, they report not always wearing a seatbelt, despite this knowledge. They wear a seatbelt when

driving above 20 km / hour; driving further than ‘we’re used to’, or when they’re not on their home

territory.

We don’t always use it. Say we’re driving 20km/hour then we won’t still bother. Am I right?

“The thing is that when we drive further than we’re used to, then we wear it.

“The pace of the traffic has also got something to do with it. when it’s very slow then I don’t bother.

Only when we’re going faster.”

“I will also say that. In the area, we don’t. Within the area we don’t. But say if I have to go to George or

Mossel Bay, then I will definitely wear my seatbelt.”

Their reasons for not wearing a seatbelt range are largely because of discomfort (“it’s more of an obstacle

around your neck”, and they propose that it would be better “maybe under the arm, it will be a better fit.

But here around the neck is like I’m being strangled man.”

Despite the discomfort they mention, at least one respondent says: “No, I disagree with that. These things

are there for a reason. It wasn’t meant to go round your waist. Remember when they design cars and test

their safety they have those crash test dummies. So it’s been proven to be safest around your neck. You just

don’t like the feeling of it.”

“It’s just that it touches your neck here and it’s not comfortable. It’s not lekker man.”

The reason they wear a seatbelt out of the immediate area is not because familiarity brings perceived

safer driving, but because they know the ‘cop’ terrain:

“We don’t normally see the cops here in the area. Ja, I only put on my belt when I see the cops. Blue light

– seat belt on immediately.”

“But if I have to go to town, then I’ll wear it. “

Likewise, respondents will wear a seatbelt if they “drive a route that you know they like to patrol or do road

blocks.”

“They’re never in the smaller neighbourhoods in Mitchells Plain – only on the outer roads leading to other

areas. So there we buckle up.”

Avoiding a fine emerges as an important deterrent to non-compliance: “If I put mine on I will tell my

passenger to put on his. At the end of the day they pay their own fine.”

“Ja, those fines are expensive!”

If they’re a passenger and the driver is wearing a seatbelt, then respondents report that they will also

wear a seatbelt. “I will wear one if the driver is wearing one. Because then I know that they’re safety-

conscious and might not like it if I don’t wear a seat belt.”

When asked about wearing a seatbelt in the back seat, there is initially silence… “We don’t have cars like

that!” “My car’s safety belts are still unused at the back. People here don’t really strap up in the back.”

Respondents report that even if they had access to the back-seat safety belts as passengers, they would not

wear them.

Regarding children: “We normally just use the child lock for the children. As long as they can’t open the doors

it’s fine. We don’t normally worry about the back seat belts.”

“You must remember we don’t all have the larney cars. My car doesn’t even make a noise when I don’t wear

my belt.”

The interview moves on to discussing whether they have received any information about reasons to wear

a seatbelt in past two years?

The question is initially met with silence, and then one respondent says that he has “never been exposed to

advertising.” Not even ‘ads on the radio”.

Although the group says they have not seen any billboards either, eventually one respondent says that

“There’ve been signs on the N2. Going to Strand and that.”

“ Billboards usually tell us: Don’t drink and drive.”

“Everything is focused on drinking and driving – not wearing a seat belt.”

One respondent comments though, “you are expected to be responsible. Whether there are signs or not, that

is the regulation. You know you must wear a belt. I mean, what is the purpose of having it in your car? People

know they should wear their seat belts but they don’t.”

“But I’m saying that there’s no signs on that road. There’s only speed limits like 80km or 60km but nothing

else. Nothing about a seat belt or drinking and driving or whatever. Nothing like that.”

The group then begins to discuss whether or not children should be carried in ‘bakkies’ and booster seats for

children (with or without seatbelts). “People driving bakkies should not carry children inside. … No child

should be carried in bakkies. … Because the seat belt never fits the child. And regulations should stipulate

that all children should wear seat belts.

“My kids used to have these booster seats that let them sit a bit higher in the seat, so that the belt could fit a

bit better. But seat belts aren’t designed for small children.”

“ Ja, and a car seat only takes a child up to five years.”

In investigating which radio station the respondents listen to (in preparation for discussion about the Buckle

Up radio ad):

Heart

Good Hope.

“I don’t still worry with the radio. I just play my CDs in the car. “

“Me too. I like driving in silence. “

None of the respondents recall having heard the particular Buckle Up radio ad, although one respondent

then notes that he has heard “Only the “buckle up” one … but not like that. Just something about buckling

up. Not that clicking sounds stuff.”

When asked to describe their imagined reaction, if they were driving and ads like these came on the radio:

Buckle up!

Go for the seat belt.

Buckle up, of course!

“It’s like it’s talking to you.”

“As someone who is driving, I would take note.”

On respondent notes that he “I [would have been buckled up already – it’s an old habit.

The discussion returns to the style of seatbelt and its discomfort:

“But I don’t agree with the current buckling up method, where you cross the belt sideways over you. I

prefer the pilot method where it crosses over your chest.”

“Like a baby seat. It comes over your shoulders and in front of your stomach.”

The group then reveals a distrust of the alleged safety benefits of seatbelts:

“The seat belts we use now you can still break your neck, crack a rib or a collarbone. Or you can die.”

“I lost my uncle in that way. The seat belt snapped his neck. He didn’t die from the impact – it was his belt.”

They do get the message of the ad:

What do you think the messages of the ads were?

“Be safe.”

“Ja, just to be safe by buckling up.”

The facilitator then establishes that each member of the group regularly travels the roads on which the

Safely Home billboards were sited, and further, establishes that members of the group know the exact

location at which the billboards were sited.

None of the respondents recall seeing the billboard, though:

“I know this school and area but I never saw a billboard like this.”

“Yoh, I never saw it at all. And I drive past there practically every day.”

And if you were driving and you saw this billboard, what would your immediate reaction be?

Buckle up.

Buckle up.

Ja.

Regarding the meaning: So the billboard says “buckle up”. Is that clear? What does this picture suggest?

“I know someone who lost their six year old like that. She was giving people a lift home and the child was

sitting on a passenger’s lap in the front seat. And the car rolled into a ditch and the little girl went through

the windscreen. There was no blood but she broke her neck. It was hectic that time.”

“That child was thrown clear. They think she broke her neck when she landed outside the car.”

There is still a measure of distrust around the benefit of seatbelts, though:

“Not all children are the same height. You get a big nine-year old and a smaller nine year old. So the

taller child will maybe be protected more. Because we said that these seat belts are not designed for

children.”

“That billboard looks like it was targeting children and their parents. It’s also on the grounds of a primary

school.

Okay, so you said if you saw this billboard you’d buckle up?

Yes, it’s a reminder to buckle up.

It’s a reminder of what can happen if you don’t buckle up.

I don’t know but this week I just didn’t bother to buckle up.

And if you look at this ad, this billboard ad that was part of a campaign, what do you think the aim of this

billboard was?

“To save lives”.

And do any of the people in the ad remind you of yourself or anyone you know? You mentioned the little

girl who went through the windscreen. You mentioned your uncle dying as a result of the seat belt

snapping his neck. Anyone else?

“That ad reminds me of people allowing their kids to stand up in the car – either on the front seat or at the

back between the two front seats.”

“Ja, those kids standing on the front seat are normally like a year or two years old. And then the parent is

buckled up but the child is standing unprotected.”

My daughter is always fighting with me to stand in the car. Then just to get going I tell her that you can only

do it for the first two corners till we get to the main road, then you must buckle up. Then she listens. So I just

go slowly till we get there. It could be disastrous – you never know – but at least she does get buckled up

when we hit the main road. Because we’re still driving at a very slow speed.”

Do you think that these kinds of messages make people think about road safety?

“Of course”.

“Definitely”.

“It’s the law”.

“Look, it’s nothing new here – being told to buckle up. It’s actually just a reminder.”

“It doesn’t even need a reminder. The new cars today, it makes a noise or it doesn’t pull away if you

don’t put on your seat belt. “

“Ja, that irritating ‘peep peep’ sound!”

“But then some people just put their belts behind them and clip it in. Then the sound stops but you’re still

not buckled up. That’s what they do.”

“Ja, if you can tell us that it means you’ve seen it or you’ve done it yourself. Because I wouldn’t even have

thought of doing that.”

“To be honest, I’ve seen it and I’ve done it myself. “

Do these kinds of messages persuade people that they could be at risk? Look, these people didn’t set out

that morning knowing that this is how the day would end.

“That’s true.”

“I think they do persuade people that they can be at risk. Anyone can be at risk. But by wearing your seat

belt there is a lesser risk.”

“Yes.”

“That’s the intention of the ad anyway.”

Now what kinds of messages might be more effective or believable, do you think? What kinds of message

or image?

“An image of a true accident happening. Or an accident that actually happened.”

“Instead of these stupid advertisements on TV they can just keep bombarding people with these “buckle up,

buckle up” messages.

“Show the real thing, man. Show the real thing.”

One of the respondents believes that enforcement rather than advertising is key: “I disagree. If a cop finds

a car with a passenger in that does not buckle up, that car should be pulled over and stopped completely. He

can’t go any further. Simple! Nobody will drive without a belt anymore.”

“That’s how they will finally learn. We should comply with the rules. It’s that simple.”

“People must be shocked into listening. Like they did with that “Pappa wag vir jou” drunken driving ad. That

scared people. They must be more aggressive. Only then will people listen.

“Ja, or they must pay to get their car back – then they will listen. Or else they don’t bother. The province will

also make more money that way.”

“They must learn the hard way. They must go hard on these people.”

Focus group – passengers

“But anyway, we understand that you need to wear one for your safety. And if you don’t want to get a fine.”

“Only when you see the cops then you put on your seatbelt.”

What are your perceptions or feelings about wearing a seatbelt? How do you feel about wearing a seat

belt?

“I feel more safer in a car when I’m having my seat belt on because anything can happen. On the road I feel

very safe.”

“Sometimes I feel very uncomfortable with my seat belt on.

“It is very uncomfortable, yes.”

“But you must have it on …Because traffic cops can pull you over and you can get a fine.”

What do you mean when you say it’s “uncomfortable”?

“It pulls tight sometimes.”

“Maybe if you just move forward a little bit then it pulls tight around you.”

“Ja, you can’t move forward. Then it makes you sore around your neck.”

“But anyway, we understand that you need to wear one for your safety. And if you don’t want to get a fine.”

Respondents don’t wear seatbelts while driving around Mitchells Plain:

in the area. When it’s a short distance….’

When asked why, the answer is:

“Cops.”

“Cops is the difference.”

What can happen to you if you don’t wear a seat belt?

“Say for instance if you’re an accident or if you have to break in an emergency you can go through the

windscreen.”

“You must wear it to save damage to yourself. And the car.

And when else won’t you wear a seat belt?

Only when you see the cops then you put on your seatbelt.

So, no cop no belt?

“Ja.”

On how to put on a seatbelt surreptitiously, at the sight of a ‘cop’

“Say when I am coming towards a cop I don’t just suddenly put my belt on. They watch you to see if

you’re making quick movements.”

“Ja, you must do it slowly – with a style.”

“Say there’s music in the car, just make as if you’re turning the volume up or down and slowly put

your hand over. Then you can just make like you’re dancing or wiggling up and down in the car.”

Ja, if they pull the driver over and you’re both not wearing a belt, you both get fines. The passengers

also get a fine for not wearing a seat belt.

“I’ve done that already. Or you just slowly pull it over but don’t lock it in. Just keep it there. It just

looks like it’s on.

Sometimes like me, when I see a traffic officer, then I just grab the seat belt and put it under my

bum. Then I know that after we pass them I can just release it again.

On passenger responsibility for fines

“Like when you’re on the road to town and there’s a lot of traffic, I always just wear my seat belt

because you never know if there can be a cop ahead of you on the road. Because the traffic is maybe

thick. So then I just wear my belt. Because the passengers get their own fines. “

“When I got into my friend’s car, he also told me I must put on my belt because he saw on Facebook that

there was a road block ahead.”

Aside from being informed by someone else, have you seen or heard anything on TV, radio, posters,

newspapers etc.? Or maybe a community leader perhaps?

“Yes, on radio.”

“Yes, I’ve seen on TV already. They said you must buckle up.”

“That you’ll get a fine if you don’t wear a seat belt.”

“They announce it on the radio. Every day they announce the traffic report. And then they say on

the radio that you must wear your seat belts because there’s traffic officers on ...... what is that

road’s name? Mandela Boulevard. Like there, for instance. There’s a traffic officer there. You must

wear your seat belt. You mustn’t drink and drive. All that kind of stuff. “

Which radio station do you normally listen to?

Good Hope.

Good Hope.

I like Heart.

Have you ever seen a billboard about wearing a seat belt and road safety?

“Ja, in the main roads.”

“Yes, yes.”

“You must drive 60km an hour in a 60 zone.”

“There’s a pedestrian sign also. There’s a one-way sign.”

“No man, she’s not talking about road signs. She’s talking about billboards. Hey? Am I right?”

Yes.

“No, I can’t remember now.”

“About buckling up? No, I haven’t seen anything.”

“Ja, I’ve never seen pictures. If they put pictures of buckling up it will be more safer for everyone. Say if

people are driving past and they see that, then they will immediately just put their seat belts on.”

If you were in a car and you heard something like this over the radio, what would you do?

“I would put my seat belt on because they are reminding me.”

“Ja, it’s like a reminder.”

Would you put it on properly – clip it in?

“ Yes, I would clip it in. Not put it under my bum like him.”

Okay, so it would be a reminder. Do you think these kinds of ads are relevant? Are they important?

“Yes. (All).”

“But you only hear it now and then. Not always.”

“Ja. They don’t advertise it every five minutes or..... For instance, if it’s on DSTV – every channel

they must put something like that on. Because everyone watches DSTV.

“Or even on a radio channel.”

Can you relate to what the people in the ad are saying?

“Yes, I can relate. Like for instance, he said his wife went to India and he waited seven months for her to

come back. And she’s here with him now. And it doesn’t even take a second to put a seat belt on. Which

means you can put your seat belt on in a second’s time, then you are safe. He was waiting for her for seven

months? You know what I mean?”

And if this advert was to play in Afrikaans, would it still mean the same thing to you?

Yes. (All)

Why do you say that?

“Because it’s easy to understand. The message is simple.”

What do you think the message of the ad is?

“You must put your seat belt on. It’s a must.”

“Safety is important.”

“Ja, put your seat belt on to save your own life.”

“And it doesn’t take very long. Than to lose someone forever.”

…

The facilitator then establishes that each member of the group regularly travels the roads on which the

Safely Home billboards were sited, and further, establishes that members of the group know the exact

location at which the billboards were sited.

This billboard was placed on various main roads around Mitchells Plain. Does it look familiar?

“I saw that.”

“I did see that.”

“Yes, I think it was last year.”

If you were a passenger in a vehicle and you saw this billboard, what would your immediate reaction be?

What would you do?

I would say: “Yes, look there nogal. There it says ‘buckle up’. So we must come buckle up now

because this is important.”

What do you think is the message in the billboard?

“Check here on this picture. The driver has her seat belt on. But the passenger didn’t have their seat belt on

and that is why the window is smashed through like that. When they were in an accident the passenger

obviously went through the windscreen because they weren’t strapped in. Now it’s too late for the driver to

cry over it. “

“And it could be a child as well because children tend to stand on the seats.”

And can you relate to anything in that picture? Does it affect you somehow?

“Yes, it affects me because you know what? It reminds me if something. You know what happened with that

accident there by the council yard? Where that guy’s head hit the windscreen? I told you earlier.”

“He was buckled up but his head still hit the windscreen and he was covered in blood. His whole face was full

of blood.”

What do you think about this seatbelt campaign – the radio and the billboard advertisement?

“On the main roads like that? I think it will save many people.”

“I think there should be more billboards around. “

“There should be more, yeah.”

“And on all the radio channels. “

“On the radio, yeah.”

“And on DSTV because mostly people are watching DSTV”.

Do you think these kinds of campaigns make people think about road safety?

“Yes. “

“No, not actually.”

“They do think about it but they don’t react to it.”

“Ja, they don’t take note of it. They will just see it and think it’s someone else’s problem.”

So you don’t think those kinds of messages might convince people that they are at risk?

“It does convince you that you are at risk but it’s up to you if you’re going to be like: “Yes, I’m going to wear

my seat belt now. Because I’m seeing that now and anything can happen. “

“Because you can be safer on the road travelling with a safe driver and you’re not buckled up, but then

another negligent driver can come and cause an accident. It’s not you or the car you’re driving in that’s the

problem. It’s the other guy. “

What do you think WILL persuade someone? What type of message or picture on a billboard will persuade

someone to take this issue seriously? And I’m not talking about something like an officer giving you a fine

on the road. A traffic officer’s presence doesn’t make you safer – it’s just safer on your pocket.

Ja, it’s just safer on your pocket.

I want to know what kind of message or picture will help people to stay safer on the roads.

“Maybe something more graphic.”

“Ja, something that will shock people.”

“Maybe a child hanging through that window.”

“That kind of accident affects mostly children. You can see a small person went through that

windscreen.”

“Maybe it’s good if children see it. They will then tell their parents that they always have to wear

their seat belts. And when they grow up they will know they must always wear their seat belts.

“Ja, the size of that hole, the fact that it is in the grounds of a primary school..... all that makes a

person think that there was a child involved there. “

Yes. The message I see on the billboard says “Buckle up”. They must put there maybe what will

happen to you if you don’t buckle up.

Like “Don’t let this be you”. Or “This could be you”.

“Like point a finger at the person looking at the picture. They must make it more personal. “

“Ja, like the child hanging out of the broken window with blood on his head maybe. I’m sure people

will complain but it doesn’t matter. The message will get across.”

APPENDIX 6:

PAID-FOR SEATBELT CAMPAIGN: SEATBELT CAMPAIGN, KHAYELITSHA

Focus group – drivers

Interviewer:

What are your perceptions or feelings about wearing a seatbelt?

Respondent:

I feel that is necessary for safety reasons. This ensures that when you are driving you are safe in your vehicle.

Interviewer:

And for you?

Respondent:

I also think that it is a necessity because the absence of a seatbelt around your body put your life at risk. For

instance if you are driving and all of a sudden you apply foot breaks, depending on the speed you were

driving at, if you were not wearing your seat belt your head might be flung forward and bang it hard on the

wind screen in front of you. You might even be flung out of it and lose your life. So, wearing a seat belt is a

necessity.

Respondent:

I also agree with the previous speakers because in terms of the rules of driving you cannot get into a car and

not wear seat belts, it is a must.

Respondent:

Yes according to the law, if you are a licensed driver, it is a must to wear your seat belt to protect yourself.

For instance if you are driving and by accidents your car rolls over, if you were wearing your seat belt you are

likely not be thrown out of the vehicles because the seat belts will hold you inside the car.

Respondent:

In my opinion I would say, yes it is necessary to wear a seat belt when driving however, as drivers we know

that we should always wear a seat belt but in reality we do not wear it because I feel that is suffocates and

tightens my movements in the vehicle. I don’t feel relaxed when driving with a seat belt on. Even if you are

driving one of those vehicles that do not move without wearing your seat belt, you just fasten it behind your

back. If you happen to see a traffic officer whilst driving you just sling it over you head as quick as possible.

So most of the time we do not wear it. It is just a few people that wear seat belt more especially women

with these new vehicles.

Interviewer:

If I heard you correctly you are saying there are vehicles that do not move without the driver having worn a

seat- belt, in that case you just fasten it behind your back so that the car can move. If I may ask what is

stopping you from just wearing it the right way?

Respondent:

As I indicated before, I feel suffocated and tightened. Another thing I want to add is that, the problematic

cars are the new ones which will not move even if you’ve fastened it behind your back, it requires the feeling

of your body for it to move.

Interviewer:

You are saying you do not wear it most of the time. Which places don’t you not wear a seat belt?

Respondent:

We do not wear it most of the time. I think we have made to become a “Traffic Belt” that being a safety belt.

Really we hardly wear it.

Interviewer:

I hear you saying it suffocates you, can you please explain more.

Respondent:

If you are wearing seat belt, it tightens you and push you tight against the back of the seat. You then feel hot

and very tight.

Respondent:

Another thing it limits your movement and relaxation whilst driving. As drivers we like looking outside as we

are driving, now when you tied down by a seat belt you often realize, from your rear view mirror, after you

have passed that, gGhee !!! I have passed someone or so and so by that time you are unable to go back.

Maybe you’ve missed an opportunity (laughing....)

Interviewer:

In past two years, have you received any information about reasons to wear a seatbelt?

Respondent:

I have received such information from the Road Shows that are sometimes conducted by officers from the

Road Accident Fund, information people about the advantages of wearing seat belts and also what could

happen if you drive without wear it. They even told us that if you have a child in the vehicle he must have

the child seat and it must be place at the back seat of the car not at the passenger seat next to the driver.

They told us the if the child seat is next to the drivers seat even the seat belts are fastened it very dangers

for the child and his life is at risk.

Interviewer:

Anyone else who has received such information?

Respondent:

I heard it at the driver’s course in Du Noon. They put a lot of emphasis on the importance of wearing a seat

belt as a driver for your own safety and that of the passengers.

Respondent

I heard it from insurance companies because they informed that if as a driver you don’t wear your seat belt

or maybe you become involved in an accident and they found out that you seat belt was fastened behind

your back, your claim will not be paid. They also told us that that is why all vehicles have seat belts even on

the passenger seats. Therefore everyone is expected to wear their seat belt but find that even passenger

also never bother to wear then some of them never even drove a car before. They told us that is then

becomes the responsibility of the driver to tell his passengers to wear their seat belt to prevent themselves

from being badly hurt in case of an accident.

Interviewer:

Besides hearing information from insurance companies, driving school, have you heard anything from the

various media, such advert?

Respondent:

Yes there are adverts in radio stations. I ‘ve heard such advert from Umhlobo Wenene. They like to play

them around these busy periods such as the Easter Weekend and Festive season. They tend to talk a lot

about road safety and the wearing of seat belts.

Respondent:

Recently I heard over the news that it is now going to be offence to have a child from three years and under

in a car without child car seat and that it going to be costly.

Respondent:

Some of these adverts are in the form of short story, where you would hear an accident happening and later

be told that the people have died because they were not wearing their seat belts.

Respondent:

I don’t listen to the radio, most of the time I play my music, so maybe, that is why I haven’t heard any of

them.

Interviewer:

Which radio station do you listen to most of the time?

Respondent:

I listen to Umhlobo weNene , BEE in the morning.

Respondent:

BEE

Respondent:

Most of us listen to BEE in the morning. It is a very nice wonderful program, the presenters make you laugh

all the time they are wonderful.

Respondent:

It would seem as if we are singing the same song.

Interviewer:

So what you saying is that you’re all patrons of the UMhlobo weNene, BEE (Breakfast Eyondlayo Ekuseni –

Meaning Breakfast that nourishes you in the morning)

Respondent:

I always listen to UMhlobo weNene right through the day as long as I’m in the vehicle.

Respondent:

Even though we listen to Umhlobo Wenene, we do so from 06:30 in the morning before going to work. By

07:30 – 08:00 we are already at work and we miss the rest of the program because it end at 09:00.

Respondent:

As a taxi driver I do listen to most program during the day such “Khaya gqiyazana; Zibuzwa kuthi etc.”

Played the radio ad that played on the relevant radio station. Available English advert played

Interviewer:

If you were driving and I played you this, what would be your immediate reaction?

Respondent:

My reaction will be feeling of guilt especially if there are passengers in the vehicle because I would not be

wearing the seat belt. They passengers would also be listening to what is being said. The moment it says “

buckle up, it takes a second to take a like..” they would immediately look at me a realise that I’m not wearing

it. Maybe the one sitting next to you is wearing it, he would look at you and realise you are not taking what

is being said seriously. All that time you are feeling guilty, and when he is not looking you sneakingly sling the

belt from your back and wear it.

Respondent:

Also with me it would be a feeling of guilt especially being a licensed driver, knowing very well that I should

be wearing the seat belt. I should know better that immediately I get into my vehicle I should put on the seat

belt and check all other necessary thing in the car. So, the moment you hear the advert your conscience tell

you that there is something important that you have not done. I’m driving but I haven’t done something. So

because of your conscience you pull the seat belt and buckle up. Also those next to you, you need to tell

them to also buckle up. You conscience tells you to do the right thing.

Respondent:

It is like when you are driving a light comes up telling you that there is a door that is not properly closed.

Usually you stop and ask anyone next to it to close the door properly. So it is the same thing here, you would

pull your seat belt and buckle up as the advert says, even if it is just for that journey, next time you might go

back to your usual habit of not wearing your seat belt.

Interviewer:

So what I’m hearing is that you have a feeling of guilt and then decide to do the right thing and wear your

seat belt.

Respondents:

Yes.

Interviewer:

Do you feel that this ad is relevant to you? Do you feel as if you can relate to the person or situation in the

ad?

Respondent:

Yes it does awaken my conscience. Let me make an example with these new cars. If you get inside and you

don’t fasten your seat belt the car makes an annoying sound, like the click, clock, click, clock until you fasten

the seat belt. It tells you that you have finished the right things that you were supposed to be doing before

you drive. You then through your conscience fasten your seat belt.

Respondent:

I hear what is being said about the conscience however on the other side this very safety belt is dangerous. I

always think of cases where a car collides with another and then burst into flames, if you are wearing a seat

belt you get burnt in that vehicle. In that situation all you are thinking about is getting out of the vehicle and

you forget about you are tied up by a seat belt, sometimes you are unconscious. So it does have

disadvantages. By then, your mind is not thinking about the seat belt, it focused on the fire.

Respondent:

Even so the disadvantages are fewer than the advantages. Maybe what would help is to design car that

would automatically unfasten the seat belt in such cases so that you are imprisoned in a car by a seat belt.

Interviewer:

Let’s go back to my question; do you feel that this ad is relevant to you? Do you feel as if you can relate to

the situation in the ad?

Respondent:

I feel that for me I do not understand it. I was able to follow what was being said when you explained in

Xhosa. If you hadn’t do so I would not understand the advert.

Respondent

At the beginning I did not follow what was said but as I continues to listen I heard “buckle up, it takes a

second to take a life” That is very true but we always think that it can never happen to you, it happens to

amateur drivers only.

Respondent:

I think that advert should be placed more on TV than on radio. If that advert was on TV you would see

pictures and hear sounds in that way you are able to easily follow what the story is, even little kids can relate

to advert that are on TV that on radio.

Interviewer:

What do you think is the message of this ad?

Respondent:

It awakens your conscience if you are driving without wearing a seat belt, telling you that is dangerous.

Respondent:

It is making us aware that we are putting our lives a risk by wearing a seat belt.

Interviewer:

Do you remember hearing this ad?

Respondent:

No I never heard it.

Respondent

No

Respondents

Shaking their heads –no.

Interviewer:

How often do you travel along Jeff Masemola road?

Respondent:

Almost every day driving a taxis, it part of my route

Respondent:

It is in our community, so we use it a lot. I travel along it in both public and private vehicle.

Respondents:

All respondents acknowledged having travelled in Jeff Masemola, the majority driving a taxi from Site C taxi

rank.

Show them the billboard ad that was in their area

Interviewer:

If you were driving and you saw this billboard, what would be your immediate reaction?

Respondent:

My immediate reaction would be shock, because the billboard is showing that the passenger next to the

driver has been flung out of the wind screen because he was not wearing a seat belt. It a shocking picture.

Respondent:

My immediate reaction would be to look and check whether the person next to me is wearing a seat belt, if

not remind him to wear it. I would also wear mine if I had not worn it then.

Interviewer:

Guys please do not tailor your answers to suite me, tell me the truth, remember, at the beginning I said

there is no right or wrong answer.

Respondent:

It is emotional just like the radio advert you played before. The picture here is doing the same thing it makes

you to think if that could happen to you. Really if you see it you would really pull your safety belt and buckle

up immediately. You realise that you have put your life at risk you can dies in a split second, then you would

buckle up.

Respondent:

My immediate reaction would be to say ohh! That was an amateur driver, how can he apply dead breaks;

like that. I’m not like him I’m very cautious and experienced driver that won’t happen to me, however, it a to

a certain extent make you feel guilty. For me a billboard will not make to have any reaction.

Respondent:

Sometimes, you do ask people in your vehicle wear their seat belt and their response would be just drive the

taxi and leave us alone or you do not trust your driving?

Interviewer:

Has anyone of you ever saw this billboard?

Respondent:

Yes I think I saw it.

Interviewer:

When was it?

Respondent:

I think it was sometime last year, because it is not there now, there a pregnant woman now... I think she

hand a bottle of alcohol in her hands.

Respondent:

I think it was 2013 or early last year I’m not sure but I also saw it.

Respondent:

I also think it was 2013 because if you think carefully, those flats were not there, then. Those flats were built

late 2013 – 2014. So I think it was 2013.

Respondent:

I think most people do not take notice of these billboards because most of the time they advertise these

powdered soaps, Omo or alcohol in most cases. This side, it would be Castle; that side Whiskey and so on.

Informative adverts are seldom put up on those billboards.

Interviewer:

What do you think is the aim of this ad?

Respondent:

It is telling people about safety.

Interviewer:

Why do you say so?

Respondent:

It might have happened that whilst the driver was driving, unexpectedly a child crossed the road running and

the driver had to apply his breaks, if everyone was wearing their seat belt not one could’ve been flung out of

the window.

Interviewer:

For you?

Respondent:

It is aimed at teaching people that as a driver you must be always alert and when you get into your can

buckle up before you drive and also inform your passengers to also buckle up. Also when you wear your seat

belt your passenger tend to follow suite and also wear their seat belts.

Interviewer:

Do you think that these adverts are sending any message to the people or are they assisting people to do the

right thing or it is just a waste of time and money?

Respondent:

I do think that these advert are sending a message but people choose to ignore the message communicated

until such time that they are involved or confronted by a situation communicated by the advert.

Respondent:

I also think that these adverts are conveying a message. For instance there was an advert in which the driver

was driving at high speed. By accident there were children playing in the road. He hit one of them, only to

find out it was his son and the child died. That advert makes you think hard about how you would feel even

live knowing that you have killed your own son. So speed kills.

Interviewer:

What I’m hearing is that you are saying these advert are aimed at educating people about safety on the

roads however people tend to ignore them until such time it happens to them personally.

Interviewer:

Did any of the people or situations in the advertisement remind you of yourself or anyone you know?

Respondent:

Yes it does

Interviewer:

What kinds of messages might be more effective / believable to this particular audience?

Respondent:

I think the best way to effectively convey these messages to go to the people, where the majority of people

are. For instance when you are teaching children about dental care usually they go to schools where the

learners/ children are in the majority. When they are promoting OMO washing powder, they come to the

Taxi rank because the majority of people in our communities are taxi commuters so you will find the

majority of them there. So such adverts especially in our Black communities, it is best to do road shows at

shopping Malls and taxi ranks because that is where the masses are. At the taxi rank you have a captive

audience of drivers and public, passers by and informal traders. Everyone now gets the same message at the

same time. At the taxi rank you can do drama, play videos and also talks. Road shows are crowd pullers.

Through theatre you can now display practically the dangers of not wearing seat belt, even have a model of

a crashed vehicle. People from the road show will talk about what they saw. Maybe few days down the line I

go and collect kids to take them to school and one of them notices that I’m not wearing seat belt. Kids being

kids will reprimand me to wear the seat belt from the message they got from the road show.

For us radio adverts are not very effective, newspapers are even worse because people do not read

newspaper adverts. Nowadays people are playing music, DVD’s and music stored in their USB, so sometimes

radio advert are getting the message to the people.

Respondent:

I also support what he is saying, I think that TV advert could also be good, especially if you put advert during

those soapie program like Generation. Everybody watches those programs. We cannot run away from the

fact that TV in the evening is effective for advertising. For instance I myself have developed a love for J & B

because of Isibaya (soapie) During that program they advertise J & B a lot, so I ended up wanting to taste it

and now I love it. Laughing with others...

Respondent:

I have a different opinion even with adverts on TV, for instance those soapies play in the evening when

people have just come back from work. Now people are busy preparing meals; doing other household thing

whilst watching TV. What happens is that when it is AD break they quickly go and check the pots and do

something else that needs to be done and only come back when the soapie starts again. So they do not

watch the advert instead they use that period to do other household chores.

Respondent:

So for me the best way is still the road shows at taxi ranks and shopping malls, especially month end and

over weekends.

Interviewer:

What about print media, like newspapers and pamphlets?

Respondent:

People in our community ignore pamphlets and news papers. In newspapers they like reading these funny

stories in the Daily Sun and Vukani, they never bother to look and read adverts.

Interviewer:

Now tell, if you are driving around here in Khayelitsha, do you were a seat belt?

Respondent:

We wear seat belts when we are going to travel long distances.

Interviewer:

What is the reason for that?

Respondent

The reason is that even at the traffic department you are expected to wear a seat belt when you are in yard

(at Traffic Department) you wear it when you go out of the yard. I mean when we drive here within the

township, we are driving short distances, so there is no need to wear it. You cannot fastening and loosing a

seat belt every time you go around the corner.

Respondent

Another thing here in the township especially here in Site C, the chances of seeing a traffic officer around are

very low. There are no traffic officers here. So there is really no reason to wear seat belts. The minutes you

go into the freeway, now you can think about wear your seat belt because there chances of being caught at

a road block of meeting with a traffic officer, are very high. To be on the safe side you wear your seat belt

but not in the township.

Interviewer:

So what you are telling me is that, you are wearing the seat belt for the traffic officer more that for your

safety?

Respondent:

Yes that is correct because you wear it to avoid getting a traffic fine that is all. Sometimes when you join the

N2 and you notice that the cars are moving slow. You then wonder, why are these cars moving so slowly,

then you start suspecting that there might be a road block. It is only then that you pull your seat belt and

wear it.

Interviewer:

In summary, what I’m hearing is that though you know that you are required, as a driver to wear a seat belt

all the time when you get into a vehicle, you still break the law and do not do it for various reasons. Some

people say the seat belt suffocates them and limits their relaxation in the vehicle.

Another issue you have highlighted is that there is not need to wear a seat belt in the township because you

hardly see Traffic Officer. It is also tiring to be putting on and then off again your seat belt as you usually

travel short distances in the township.

You wear them outside the town ship to avoid traffic fines not necessary for your safety. Some of you even

said you now call it a “Traffic Belt”.

Thanks a lot for your time and participation in this discussion. All the best and “Buckle up Please!”

Focus group – passengers

Interviewer:

What are your perceptions or feelings about wearing a seatbelt?

Respondent:

I find it important.

Interviewer:

How is it important?

Respondent:

Because on the roads you find that there are animals sometimes, for an example, a dog, maybe the driver

will only notice it when he is closer and for the driver to avoid hitting the dog he will put the car on breaks

fast and then when you are wearing a seatbelt it will hold you from bumping to the windscreen.

Respondent:

I also find it important because now cars have air-bags, accidents happen whenever so when you drive you

don’t know what there other driver is thinking of, maybe an accident can happen to a car that’s in front of

me and then I also get involved so if you are wearing a seatbelt and that car hits your car that air-bag will

pop out because of that seatbelt, because immediately the seatbelt gets that pressure of your body going

forward the air-bag comes out for you to be safe.

Interviewer:

Another person?

Respondent:

I find it important too, like when a car has crashed and people are found out of it because of not wearing

seatbelts; so it is really important to wear it.

Respondent:

Do you want us to agree and disagree?

Interviewer:

Yes, I want to hear all views, do you find it useful or not like as you hear the others say it is important so I’m

going to cater for everyone like someone might say he doesn’t see it as a need to have and support that with

his reason.

Respondent:

I also see it as a need although I think it suffocates some people because it’s hard to breathe when you have

it on and also we like to pose when we are in cars and then when you have a seatbelt on the girls won’t see

you when you’re trying to greet them hahaha…

Interviewer:

So you say it is a need to have but it also inconveniences’ because it hold you tight in one position and you

cannot be comfortable?

Respondent:

Yes.

Respondent:

Another thing is, let’s say the car has crashed and you had your seatbelt on and from the smoke you are

dizzy and cannot get out of the car, and then a fire breaks and that’s where I find a seatbelt a problem when

a car is on fire and you cannot unlock it.

Respondent:

Another example is, a car has crashed and I managed to escape and run away forgetting that there was

another person inside, so…[inaudible]

Respondent:

It’s the same because you’ll be dizzy and not clear of what is happening but you can go around and check

the other person.

Interviewer:

When we summarise you mean in most cases the seatbelt is accurate as there are a lot of road accidents

that people get saved from using it, but there are times that it may cause danger to your life, for example,

during an accident you cannot unlock it as you are not conscious; some said it’s not comfortable because

some prefer posing and sitting on certain styles and they want to be seen by girls?

Respondent:

Just to add to what you are saying, here in the township we don’t use of seatbelts because there’s a certain

speed that is used here, we don’t see the need of wearing seatbelts because cars don’t speed here even if a

car bumps another you can balance on your feet or your hands.

Interviewer:

Anyone else who has feels that way?

Respondent:

I also see no use of it in the townships because cars don’t go on high speed here, even if it goes fast it’s on

60 so there is really no need for a seatbelt.

Interviewer:

Don’t only look at the Site C streets, there are other streets.

Respondent:

Yes there are other roads when you leave Khayelitsha, there’s Lansdowne Road where cars go on speed so

you can put your seatbelt.

Interviewer:

What about when you’re going to town?

Respondent:

In town one is really required to wear a seatbelt because there are traffic officers you might get arrested.

Respondent:

So you wear it for traffic officers and not for your safety?

Respondent:

It’s obvious I put it on for the traffic officer’s hahaha…

Interviewer:

So you say in the township you see no need of wearing a seatbelt because cars don’t go fast, they go on 60

and not over 100, and also when you are in town you do wear it because there are traffic officials; are there

no traffic officials in the townships?

Respondent:

They don’t bother and they are few, most of the time when you drive here you won’t find a traffic officer,

but in town you turn on this street there’s one traffic officer, any mistake you make in town you are seen.

Respondent:

Another thing that forces one to wear seatbelts in town is because one is maybe allowed to drive on a high

speed and when a car comes from a opposite direction and is rushing for the traffic lights to turn red after

they has passed so there is a possibility of a crash and I as a passenger might fall over to the driver, the

driver might lose his concentration.

Respondent:

Again in town there are cameras so a driver knows when he goes when the traffic light is on red he will be

caught, but in the township they just go they don’t care.

Respondent:

You see in Long Street in town, there are about 5 traffic lights there when you drive all the way to Cubana,

there are traffic lights on Cubana and others near PEP Cell, now from PEP Cell to the station there is one

camera on those traffic lights, there other traffic lights from Long Street to PEP Cell don’t have cameras’ and

the taxi drivers know that so they do go even when the traffic lights are red.

Interviewer:

So you say in the townships the enforcement is taken lightly but in towns it is serious, so you abide with the

law when you are in town than in the township?

Respondent:

Yes.

Interviewer:

What kind of a vehicle are you often travelling in; it is a private or a public vehicle?

Respondent:

Public transport.

Respondent:

Also public transport.

Respondent:

I use public transport too.

Interviewer:

So most of you use public transport?

Respondents:

Yes.

Interviewer:

Has anyone been exposed to a situation where someone you know was involved in an accident?

Respondent:

Yes, there was.

Interviewer:

Please explain what happened.

Respondents:

The car rolled and I think he didn’t wear a seatbelt because the car spat him out.

Interviewer:

Okay, anyone else?

Respondent:

There were 3 of us in a private vehicle and we were not wearing seatbelts, two were seated in front and I

was at the back, we were very luck to survive that accident because when the car rolled it didn’t throw us

out, maybe if we had seatbelt on we should have been safe, we came out of that accident with bruises so it

is wise to wear a seatbelt.

Respondent:

I was also involved in an car accident here at the Delft traffic lights, we were going to Manenberg stadium,

there was a car that was coming from Luzuko and we were on a taxi but I was not sitting in front I was at the

back seat, so the traffic lights opened for us but they were closed for him but he came on a speed wanting to

pass before the cars from our side move, that car hit our taxi and we hit another car and when all that

happened we were holding on to chairs trying to get support.

Interviewer:

You didn’t wear your seatbelts?

Respondent:

No.

Interviewer:

So most of you during these accidents you were not wearing safety-belt and if you had your seatbelt on

maybe you wouldn’t have got hurt.

Have you received information about reason to wear seatbelt?

Respondent:

I have on the Arrive Alive ads on the TV.

Interviewer:

What did the massage say?

Respondent:

That one should always a seatbelt for his safety.

Respondent:

I heard from a driver that he can get a ticket if a passenger is not wearing a seatbelt.

Interviewer:

You said that you use public vehicles; do these vehicles have seatbelts?

Respondent:

Yes they do, Quantum taxies have seatbelts.

Respondent

Golden Arrow buses don’t have seatbelts.

Interviewer:

So all the taxies have seatbelt for passengers to wear?

Respondent:

No, not all the taxies because the Siyaya taxies don’t have seatbelts it’s only Quantum taxies that do.

Respondent:

Sometimes on the Quantum taxies you find that the seats are covered and you can see the seatbelt lock just

showing on the seat that there is a seatbelt but it is hidden under the seat cover.

Interviewer:

Does the taxi driver tell you to wear the seat belt?

Respondent:

No.

Interviewer:

When you see a seatbelt in a taxi do you wear it?

Respondent:

No, I don’t recall ever seeing anyone wearing a seatbelt in a taxi.

Respondent:

Even the one seating in the front seat they don’t wear a safety-belt.

Interviewer:

So you say in your opinion the one who should wear a seatbelt is the one seating in front?

Respondent:

No, it’s not my opinion, I’m saying when that person seating in front sees the driver wearing the seatbelt

then he should also wear it too if there are traffic officers. That is what I do.

Interviewer:

Oh so you also wear it when you see that you are approaching traffic officers?

Respondent:

Yes, that’s what I saw, so I do the same.

Interviewer:

So a passenger sitting next to the driver only wears a seatbelt when he sees the driver doing so, if there are

no traffic officers then so one wears a seatbelt but if there are officers you both wear it?

Respondent:

Yes.

Interviewer:

One of you said they saw an ad on TV from Arrive Alive and the other said he heard from a driver about

wearing seatbelts; can you tell me more about receiving information about why one should wear a seatbelt?

Respondent:

I heard from school because traffic officials used to come and teach about safety and wearing seatbelts.

Respondent:

It’s general knowledge, it’s just something you hear about and you know.

Respondent:

Also when we travel long distances we would be told to wear seatbelts to be safe.

Respondent:

The taxi drives’ don’t wear a seatbelt, some put it on the seat then when he sees traffic cops he struggles

now to unlock the belt.

Interviewer:

So you have heard from the TV but not from the radio?

Respondent:

No, I’ve never heard it from the radio.

Interviewer:

Okay, I going to play you something, please listen attentively.

Play the radio (Xhosa/English) ad that played on the various radio stations.

Interviewer:

Have your heard this advert?

Respondent:

No, I’ve never heard it.

Interviewer:

Let’s say you were driving and this advert played, what would be your immediate reaction?

Respondent:

I would immediately pull my seatbelt and wear it.

Respondent:

The other person might do the same thing if they saw me doing it they will too.

Interviewer:

What would the others do?

Respondent:

If I was someone else who doesn’t care I wouldn’t wear it.

Interviewer:

Oh so even after listening to the advert you wouldn’t?

Respondent:

No, not me but I mean someone else but if it was me and I have understood the massage I would wear my

seatbelt

Respondent:

I would ignore it; to me it was going to be like any other advertisements.

Interviewer:

Why would you ignore it?

Respondent:

As it was said earlier that it depends where you are because if that ad played and I was here I wouldn’t wear

it, what would people think of me?

Interviewer:

That is exactly what I want, you honest opinion. You won’t feel that the ad is relevant to you?

Interviewer:

Let’s say there was no advert playing but you can feel that the person driving is driving on a high speed what

do you say?

Respondent

When you’re seating next to the driver you first check the speed he’s on, then when you see that he’s on

160 then that’s when you think no, no, no, let me wear my seatbelt.

Respondent

Sometimes when you are in a taxi and the speed goes high you would first hear that people are quiet,

there’s no one chatting but you won’t see people wearing seatbelt they are just waiting for what is going to

happen. When you are seating next to the driver you pull your seatbelt and wear it.

Respondent:

Then you will hear them when they get off in town they will say “yhoo that driver is the worst driver, did you

see how he drove that taxi”

Interviewer:

What should the advert say, what do you want the message to be for you to relate to it and listen?

Respondent:

If there could be bas car crashing sounds and ambulance sirens and screaming of people then you can hear

that it’s a hectic car accident maybe it would work.

Respondent:

Also if there could be a message that all the people in that car were not wearing their seatbelts and all died.

Respondent:

This one sounds formal.

Interviewer:

But this advert says “it takes a second” that should make you think?

Respondent:

For example there is an advert where there’s a driver of a Microbus that crashes to a truck, the advert is

about stopping on the side if you want to rest and not continue driving, so this driver hit the truck and there

is someone crying and then later there are red and blue lights showing that medical help is there; so if it

could be like that.

Respondent:

Another example is, when we see someone carrying a gun people won’t just run away but if they hear gun

shots then people will scream and run, so when the person was carrying the gun he was being formal now

the gun shots create attention. Same must apply to this ad, it should have something to shock you and get

your attention.

Interviewer:

You never heard this advert on any radio station?

Respondent:

No, or it could be that it has played but we ignore it.

Interviewer:

Tell me about your travel patterns in this area; how often do you travel along Lansdowne Road?

Respondent:

Yes, by a private car or a taxi to Claremont.

Interviewer:

I will show you the billboard in your area.

Show them the billboard ad that was in their area.

Let’s say you were a passenger in a vehicle and you saw this billboard, what would be your immediate

reaction?

Respondent:

The problem is when we are in cars or taxies we don’t look around or check for billboards, we chat with

people or we’re busy on our phones to be noticing.

Interviewer:

You’ve never seen it?

Respondent:

It’s the first time I am seeing it.

Respondent:

The problem is, it’s only 10% that would notice these things and the 90% don’t care, I mean even if my house

was near that billboard I wouldn’t care what it is for, I wouldn’t know because I don’t look at it.

Respondent:

For someone to spot something then you have to be standing on that place and not passing by, when you

are standing you look around and see things especially if it catches your eye, but when you are passing by

with friends then you won’t notice anything.

Interviewer:

What if you see it and it says “Buckle Up” what would you do?

Respondent:

If I am in a taxi then I see the advert alone I will engage the person seating next to me then it will be a

conversation or a topic for people to talk about it. But if I ignore it then I know some people will not talk

about it too.

Interviewer:

We talked about radio advertisements and the billboards advertisements; what are your perceptions about

this seatbelt campaign, do you think they make other people think about safety on the road?

Respondent:

A little it does, because in most times we don’t take notice of the messages like these.

Respondent:

Also when you hear or see the advert and don’t talk about it then no one will now.

Respondent:

They only inform us about these things when it’s the big days around Easter or the festive season when they

know it’s going to be busy on the roads; we should be well informed early from the beginning of the year

because no one is looking around for billboards and is listening to adverts.

Interviewer:

Do these messages persuade people to change their behaviour when it comes to safety on the roads?

Respondent:

Yes but a little, if the billboards were at the traffic lights it would catch the drivers’ attention or the

passengers especially when the lights are red.

Interviewer:

What kind of adverts would they have created instead?

Respondent:

I want to say these adverts should be done all year not on big days only and there Viceroy billboards are the

ones near to us so they should put them in places where we can see the.

Respondent:

When you come from Site B there is a billboard that is facing Site C and we cannot see that one so if they can

make it visible to all people.

Respondent:

Most of the people here are from Site C and I think there should be people from Arrive Alive doing

awareness about safety as it is drivers who drive reckless most of the time, passengers don’t cause accidents

its drivers who do.

Respondent:

If these adverts can play on TV during the time people have returned from work and they are all home so

that we know.

Respondent:

All the taxi owners should have a workshop where all the taxi drivers can be educated about the importance

of wearing seatbelts, because they cover these safety belts with this colourful seat covers.

Respondent:

There’s also music that is always playing at the taxi rank so if they could make a CD and have it play at the

rank and in the taxi for the drivers to understand the importance.

Thanks a lot for your time and participation in this discussion.

ENDS