ZUSHA CAMPAIGNS AND ROAD ACCIDENTS IN KIAMBU COUNTY: A CASE OF GITHURAI 45, KENYA

ABSTRACT
This study sought to assess the role of Zusha Campaigns on curbing road accidents in Kiambu County with reference to Githurai 45, Kenya. The objectives of the study were to: establish the perception of PSV drivers on the Zusha campaign on road safety; evaluate the role of Zusha Campaign in curbing road accidents in Kiambu County; evaluate the role of Zusha Campaign in changing road use behaviour among commuters in Kiambu County; and, suggest ways of enhancing the effectiveness of the Zusha Campaign in Kiambu County. The study was guided by 2 theories, the Theory of Reasoned Action and the Cognitive Behavioural Theory. The target population was 41,760.The study sampled 100 respondents using Yamane‟s formula at a level of precision of 10%. The study employed descriptive survey. Questionnaires, Focus Group Discussions and Key Informants Interviews were used to collect data. Data was analysed using descriptive statistics of mean, variances, percentages and presented in form of tables and charts. Findings show that most of the respondents had positive perceptions about the Zusha campaign. In this regard, most of the drivers opined that the campaign could change road use behaviours. Another findings show that Zusha Campaign had mixed results in curbing road accidents. The findings also show that advocacy campaigns did not always reduce road use because they did not have strong influence on the persons around the driver or commuter. Based on the findings the following key recommendations were made. There is need for constant replenishment of posters in matatus to replace those worn out. New messages should be developed regularly so as to reflect the changing urban language use realities and there is also need for constant monitoring and evaluation of the advocacy campaigns so as to boost their effectiveness.