The National Road Safety Authority (NRSA) is set to intensify its use of digital content—including animations, comedy skits, and influencer partnerships—to enhance road safety awareness across Ghana.
In an interview on Frontline on Rainbow Radio 87.5FM, Henry Asomani, the NRSA’s Deputy Director of Planning and Programmes, explained that the shift is a response to the declining impact of traditional outreach on younger generations.
Adapting to a Digital Audience
According to Asomani, the Authority aims to produce short, engaging animations and viral skits in collaboration with popular social media personalities. The goal is to meet the youth where they spend the majority of their time: in digital spaces.
“We’re shifting focus to social media to reach young people,” Asomani told host Kwabena Agyapong. “Traditional methods are no longer as effective [for this demographic], so we are using skits and animations to promote safe road use.”
Asomani clarified that this digital push is not a replacement for established protocols, but rather an evolution of the Authority’s communication toolkit.
“We will continue with traditional outreach and media programmes, but the digital approach is intended to complement and elevate existing strategies,” he noted.
Highlighting the need for modern solutions, he added:”The dynamics are shifting, and it is important that we adapt. Through this initiative, we will be able to reach everyone, whether they are online or in physical digital spaces. This is an avenue we’ve identified as highly effective for our campaign activities.”
By: Rainbowradioonline.com/Ghana
