Traffic Management & Road Safety

Behaviour Change Communication for Road Safety Training Course

Introduction

Road traffic injuries remain a major public health challenge, demanding strategic behaviour change communication (BCC) approaches to reduce risk and promote safer mobility. Behaviour Change Communication for Road Safety Training Course integrates evidence-based communication strategies, human-centred design, and behavioural insights to influence safer road user behaviour. With rising urban mobility, distracted driving, overspeeding, and poor pedestrian practices, empowering stakeholders with communication skills, safety advocacy, and risk-reduction techniques is more critical than ever.

This programme equips participants to design and implement high-impact road safety campaigns, apply behavioural science frameworks, and collaborate with communities and institutions for measurable outcomes. Through interactive learning tools, real-world case studies, and practical assignments, participants will strengthen their ability to drive behaviour transformation, encourage safety compliance, and create sustainable road safety communication systems that save lives.

Programme Curriculum

Behaviour Change Communication for Road Safety Training Course

Introduction

Course Duration

5 days

Course Objectives

Apply behavioural science to road safety intervention design.
Develop data-driven communication strategies for safer roads.
Understand risk perception psychology and its influence on road behaviour.
Create impactful multimedia safety campaigns for diverse audiences.
Use digital storytelling and social media advocacy for road safety.
Implement community engagement models for behaviour change.
Conduct road safety needs assessments using behavioural indicators.
Integrate human-centred design in communication planning.
Strengthen stakeholder coordination for multisectoral road safety.
Monitor and evaluate behaviour change outcomes using modern tools.
Apply nudging techniques to encourage safe road practices.
Enhance policy communication for road safety legislation.
Build capacity to manage crisis communication during road safety emergencies.

Target Audience

Road safety officers
Communication and media professionals
Transport and traffic police
NGO and community mobilizers
Public health professionals
Urban planners and mobility experts
Teachers and youth engagement facilitators
Corporate fleet safety managers

Course Modules

Module 1: Foundations of Behaviour Change Communication

Principles of BCC for road safety
Behavioural drivers and barriers on roads
Behavioural models (COM-B, Health Belief Model, Transtheoretical Model)
Identifying high-risk behaviours
Cultural and contextual communication factors
Case Study: Global “Vision Zero” campaigns and behaviour-focused interventions.

Module 2: Understanding Road User Psychology

Risk perception and decision-making
Cognitive biases affecting road safety
Emotional triggers and message framing
Motivation and habit formation
Vulnerable road user behaviour patterns
Case Study: Sweden’s pedestrian behaviour modification project.

Module 3: Designing High-Impact Road Safety Messages

Crafting persuasive safety messages
Use of narratives, visuals, and emotional cues
Developing evidence-based message frameworks
Combatting misinformation and unsafe norms
Testing message effectiveness
Case Study: “It Can Wait” anti-distracted driving campaign.

Module 4: Digital & Social Media for Road Safety Behaviour Change

Social media targeting and segmentation
Influencer collaboration for safety awareness
Designing viral safety content
Mobile-first communication strategies
Monitoring digital engagement
Case Study: India’s viral “Helmet Saves Lives” influencer campaign.

Module 5: Community Engagement & Participatory Approaches

Mobilizing community leaders
School-based road safety programmes
Volunteer networks and citizen reporting
Youth-led communication initiatives
Gender-sensitive safety communication
Case Study: Kenya’s Boda Boda community training model.

Module 6: Advocacy, Policy & Stakeholder Collaboration

Government and institutional coordination
Crafting policy briefs and advocacy messages
Engaging private sector and transport unions
Road safety legislation communication
Public-private partnership models
Case Study: Australia’s multi-stakeholder “Towards Zero” framework.

Module 7: Monitoring, Evaluation & Learning (MEL)

Setting behavioural indicators
Tools for measuring communication impact
Data visualization and reporting
Continuous improvement systems
Ethical considerations in behavioural research
Case Study: UN Road Safety Week MEL system for campaign assessment.

Module 8: Crisis & Risk Communication for Road Safety

Communicating during traffic emergencies
Media handling and spokesperson skills
Rapid response and misinformation control
Building public trust during crises
Post-crisis communication and recovery
Case Study: Singapore’s timely risk communication after highway incidents.

Training Methodology

This course employs a participatory and hands-on approach to ensure practical learning, including:

Interactive lectures and presentations.
Group discussions and brainstorming sessions.
Hands-on exercises using real-world datasets.
Role-playing and scenario-based simulations.
Analysis of case studies to bridge theory and practice.
Peer-to-peer learning and networking.
Expert-led Q&A sessions.
Continuous feedback and personalized guidance.

Register as a group from 3 participants for a Discount

Send us an email: info@fineskilltrainingcenter.org or call +254769199797

Certification

Upon successful completion of this training, participants will be issued with a globally- recognized certificate.

Tailor-Made Course

We also offer tailor-made courses based on your needs.

Key Notes

a. The participant must be conversant with English.

b. Upon completion of training the participant will be issued with an Authorized Training Certificate

c. Course duration is flexible and the contents can be modified to fit any number of days.

d. The course fee includes facilitation training materials, 2 coffee breaks, buffet lunch and A Certificate upon successful completion of Training.

e. One-year post-training support Consultation and Coaching provided after the course.

f. Payment should be done at least a week before commence of the training, to Fineskill Training Center account, as indicated in the invoice so as to enable us prepare better for you.

Skills & Software Covered

Aimsun Next Eclipse SUMO PTV Vissim TRANSYT

Programme Fee

Duration: 5 Days

Method: Online or Physical

Online Price: $1,000

Physical Price: $1,500

Certification: Accredited Certificate

View Available Dates 📄 Download Course Outline (PDF)

Available Sessions

Location

Month

Year

Oct 19 2026

19 Oct — 23 Oct 2026

💻 Online / Virtual session

Online $1,000