Redesign Road Safety Communication for Intercity Bus Travellers in Nigeria

Nigeria loses an estimated 40,000 lives to road crashes annually, one of the highest rates on the continent. The Abuja-Kaduna and Lagos-Ibadan expressways are among the most dangerous stretches, known for high-speed commercial vehicles, overloading, driver fatigue, and poor night-time safety. FRSC campaigns exist but rarely reach the people who need them at the moment they need them. Passengers at motor parks are a captive audience. They wait, they are often anxious, and they are about to make a safety decision. Yet the information environment at parks like Jibowu, Berger, or Utako is dominated by noise, touts, and competing vendors. No one is speaking clearly to passengers about what they can control: choosing a roadworthy vehicle, buckling up, refusing an overloaded bus. Your task is to design a behaviour-change communication campaign targeting passengers at one specific motor park. The deliverable is a campaign pack: a concept document explaining your strategy, at least three creative executions (posters, audio scripts, SMS messages, or social content), and a brief note on how you would test whether it changed behaviour. The campaign must work without internet access at point of delivery. Strong work will be grounded in why existing messaging fails. It will name the specific audience, the specific park, and the specific moment in the journey where intervention is most likely to stick. Borrowed-interest creativity or generic road safety slogans will not score well.