Improving Road Safety
in the OIC Member States
45
4.2.4 Promotion
Promotion relates to the process of communicating with the public on road safety matters and
should be a core business of government and society to emphasise the shared social
responsibility to develop, implement and support road safety improvement initiatives and
interventions that aim at meeting stated targets. The World Bank Guidelines identify seven
primary tasks in which the lead agency responsible for road safety management has a role
.
Table 6: Lead Agency role in the promotion function
Tasks Lead Agency Role
1. Promotion of a far-
reaching road safety vision
or goal
 Has the leading role in promoting the shared responsibility for
achieving road safety results by creating and articulating a far-
reaching vision and concepts for a safer road traffic system.
2. Championing and
promotion at a high level
 Utilises every relevant opportunity to engage the President or
Prime Minister in launching national targeted road safety
strategies and programs to ensure maximum political authority
and publicity;
 encourages all Ministers in the road safety partnership to play an
active role in creating awareness about road safety challenges
and promoting policy initiatives in the media;
 Develops and nurtures a core group of leading senior
professionals in the road safety field (leading academics, casualty
surgeons, chief police officers, interested parliamentarians from
all parties, community leaders, etc.) who advocate and forge
support for important policy development.
3. Multi-sectoral promotion
of effective interventions
and shared responsibility
 Stimulates and invests in multi-sectoral promotion of the
strategy and evidence-based interventions through existing and
new road safety partnerships.
4. Leading by example with
in-house road safety
policies (e.g. safety
culture)
 devises fleet policies for the lead agency based on good practice
and encourages wider use;
 Specifies road safety demands in the transport contracts
developed by the lead agency with organisations (e.g., car rental,
taxi hire, and road haulage companies).
5. Developing and
supporting safety rating
programs and the
publication of the results
 Contributes to the development and support of safety rating
programs and their organisation together with road user and
consumer groups.
6. Carrying out national
advertising
 Ensures that regular information is available and accessible on
the key road safety problems as well as upcoming policy
initiatives to achieve results;
 Develops in-house capacity for road safety promotion as well as
contracting out targeted road safety advertising in support of the
major themes of the national road safety strategy.