Toward Sustainable Cities and Communities: A Qualitative Study of Motorists’ Response to an Anti-drunk Driving Media Campaign in Southeast, Nigeria

Abstract

The 17 Sustainable Development Goals (SDGs) are a worldwide partnership’s urgent call to action for all nations, developed or developing. While it is practically impossible to accommodate the entire goals in a single research paper, this study focused on Goals 3 and 11 through a qualitative evaluation of motorists’ response to an anti-drunk driving media campaign in Southeast, Nigeria. Using the Protection Motivation Theory and the Extended Parallel Process Model as the theoretical framework, this study investigated motorists’ exposure, knowledge, and compliance as well as factors (if any) that inhibit compliance to the campaign by adopting focus group discussions and an in-depth interview as the research methods. Findings revealed that the motorists were exposed and had knowledge of the campaign; however, these indices did not translate into total compliance on their part with the campaign messages. Therefore, for an effective response, the campaign needs to be evaluated in line with its messages, design/packaging, channels of delivery, and measures of enforcement to be adopted.