The Effect Of Media Advertisement On Reducing Road Traffic Accidents The Case Of Divers In Addis Ababa

Road traffic accidents are major preventable causes of disability and death in Ethiopia, this is a serious problem in the capital city of Addis Ababa, as road traffic accidents have psychological, social and economic impact on families as well as the country as a whole. This paper discusses the effect of media advertising on reducing road traffic accidents among drivers in Addis Ababa, with particular reference to social media advertisement, billboard advertisement, radio advertisement and TV advertisement .A quantitative technique was used to collect and interpret data. The target population of this study were the residents of Addis Ababa, data was collected through a convince survey with a sample size of 400. The findings suggested that to social media advertisement, billboard advertisement and radio advertisement have a positive significant relationship with reducing road traffic accident. On the other hand, TV advertisement has a positive but an insignificant relationship with reducing road traffic accident. The study recommends the utilization of social media advertisement as the main platform to transmit messages with regards to reducing road traffic accidents among drivers.

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