Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015.

Davao City has been experiencing a lot of road accidents due to the increasing number of vehicles caused by the city's fast growth. The increasing number of vehicular accidents instigated the city mayor to implement Executive Order No. 39, known to the public as the Speed Limit Ordinance. Since the enactment of the law, statistics show that there is only minimal increase of compliance and most drivers continue to violate the ordinance. On a regular month, traffic enforcers apprehend an average of 1,500 over-speeding motorists. To get in-depth information from drivers, the proponent of this thesis conducted a formative study to know their reasons for over-speeding, as well as their sentiments towards the enhancement of the ordinance. This production thesis, under the support of Traffic Management Center, aims to reinforce awareness of the risks of over-speeding to help increase compliance of the drivers towards the required speed limit and in effect, decrease road accidents. A set of public service announcements was created to disseminate the persuasive messages. Radio was used as a vehicle of communication because it is the one most accessible to drivers. The radio PSA was incorporated with different appeals to help gain interest and attention from the target audience. The whole process should entail the application of McGuire?s Input-Output Matrix Persuasion Theory. After the messages of the PSAs were exposed and disseminated to a sample audience during pre-testing, the results were found to be successful. The respondents found the PSAs interesting to listen and easy to remember. They also found the messages important to publicize and very useful to the citizen's welfare. Overall, it helped increase their awareness of the risks of over-speeding thus motivates them to drive responsibly.