University of the Philippines - Cebu 

“Basta driver, dili traffic violator”: Re-educating motorists in 

Basak San Nicolas about Traffic Safety Awareness

A Development Communication Plan

In Partial Fulfillment of the

Requirement in Communication 101 
Communication for Development

De La Cruz, Kim Jemaimah 

Lorenzo, Katrina Alexandra 
Marquez, Rozan Chaya 
Pardo, Shannah Rose
BA Communication - I

June 2022

I. Introduction  
 A. Background

Cebu City has experienced rapid motorization in recent years, and motorcycles are among the
forerunners of this growth, mainly because of their affordability, flexibility, and
maneuverability. Along with the rapid growth, the number of traffic violations has also
increased significantly.

The Cebu City Transportation Office (CCTO) has recorded a total of 6,273 traffic violators
for February 2022. These cases were mainly related to violations of traffic rules, no license,
and no vehicle registration. Although traffic enforcement was deployed, building support
infrastructure and enforcing traffic law, many studies have found that attitudes toward traffic
safety predicted mainly volitional behavior. 

Following the city's declaration of a "traffic crisis" in 2019, the business community has
warned the government that if the issue is not addressed, Cebuanos will suffer greatly as the
economy collapses (Sunstar Cebu). The problem will affect Cebu's development as the
country's economic hub.

In response to this problem, this paper proposes a communication strategy to address the
worsening traffic conditions in Cebu City, particularly in Basak San Nicolas. This
information dissemination campaign is intended to reduce aggressiveness and encourage safe
motorcycle driving behavior. The campaign promotes riding necessities such as personal
safety equipment (helmet, jacket, shoes, etc.), vehicle necessities (rear-view mirror, light,
etc.), and legal necessities (driving license, and vehicle document). The campaign was
created to personalize the importance of motorcycle safety equipment, with the goal of
encouraging safe driving behavior.

B. Planning Area 

Basak San Nicolas is a barangay in Cebu City that is

situated approximately 4.6 km from the center.
According to the 2020 Census, its population was
38,965. This represented 4.04% of the total population of
Cebu City.

Figure 1. Basak San Nicolas Map

   
 II.  Situational Analysis 

A. Urbanization 

Cebu City is an example of an area with a rapidly growing population and increasing
urbanization. The rise in the number of motor vehicles in the city can be directly attributed to
as a result of its rapid urbanization. It is the central and southern Philippines' economic,
trading, and educational center. Because of the influx of investors, this resulted in an increase
in population as a result of the high economic rate and migration. It has a population of
964,169 people, making it the sixth-most populated city in the country and the most populous
in the Visayas, according to the 2020 census. Based on these figures, the population density is
computed at 3,061 inhabitants per square kilometer or 7,928 inhabitants per square mile.
    

Figure 2. Population density in Cebu City

B. Motor Vehicles and Traffic Flow

As a commercial center, Cebu City has one of the most extensive road networks on the
island, connecting urban areas to the rural areas. This brings with it the daily struggles of
motorists, trucks, loaders, and public transportation sharing a road that can only handle so
much at once.

According to LTO-7 data analysis, motorcycle registrations have increased significantly over
the last five years when compared to four-wheeled vehicles. People are purchasing more cars,
and as cars increased traffic, people purchased more motorcycles (Cebu Daily News, 2021).
The New Registration Unit (NRU) has released a total of 53,841  motorcycles and motor
vehicles OR/CR from January to May 2021 (Philippine News Agency, 2021). 

C. Road Safety and accidents

The occurrence of road accidents stems from the fact that mobility in Cebu City is a
challenging aspect of urban development that the government has yet to solve.

According to data from the Police Regional Office in Central Visayas (PRO-7) for the first
half of the year, they recorded 1,142 accidents in Cebu City between January 1 and May 31,
2021. From this data, at least 1,105 were charged with reckless imprudence resulting in
damage to property. At least 7 people have been charged with reckless imprudence resulting
in homicide, and 2 people have been charged with reckless imprudence resulting in multiple
homicides. Based from CDN Digital, at least one vehicular accident occurs every day
throughout Cebu, and many more accidents go unreported.

New ordinances have been implemented such as passing a speed limit for different types of
roads. For cars and motorcycles, the speed limit is set at 80 kilometers per hour (kph) for
national primary roads, 70 kph for national secondary roads, 50 kph for national tertiary
roads, 40 kph for provincial roads, and 20 kph for barangay roads. The speed limits for
trucks, buses, and larger vehicles are maintained at 50 kph for open roads, 30 kph for through
streets, and 20 kph for crowded streets. if a driver has indeed violated the speed limit and
then apply the necessary penalty of P2,000 to P5,000 depending on the violation.

    III.  Needs Assessment

Keeping in mind our communication approach, which is centered on community participation

and social marketing in reducing traffic congestion through raising traffic safety awareness,
the expected and desired result is a reduced number of traffic accidents. 

Following Librero’s (1993) problematic map to discover the underlying cause of traffic
congestion, one of the subordinate influential factors is the lack of education leading to
further issues such as traffic violations and road accidents.
In this context, lack of education encompasses a lack of knowledge of traffic laws and
regulations, as well as a lack of awareness of road safety – critical requirements for ensuring
a safe driving experience. In contrast to mechanical defects, poor road conditions, and natural
calamities, the human factor is the leading cause of road accidents, according to the
Philippine National Police-Highway Patrol Group (PNP-HPG). Human factors include
improper overtaking, overspeeding, intoxicated driving, using a phone while driving, and
overloading. This simply goes to illustrate that traffic accidents may be prevented through
safe driving behavior. 
“Enhancing driver safety awareness is an efficient method to reduce traffic accidents,”
(Nafal, 2013). Nafal found in his study that strengthening traffic safety education and
awareness campaigns is critical to the success of road safety in Saudi Arabia. This might be
said about the Philippines, as well, since the human factor is also responsible for a significant
percentage of car accidents in their country. 

To bridge the gap between the current situation of traffic congestion and accidents, and the
desired development, it is vital for our motorists to be aware of their obligations. As drivers,
it is their responsibility to know and follow traffic laws and regulations. To accomplish this,
our communication plan aims to provide workshops to drivers in Basak San Nicolas, Cebu
City. 

However, ensuring a safe driving experience and reducing traffic congestion does not only
depend on the motorists in Basak San Nicolas, as travelers from north to south utilize the
route over its length. Hence, social media will be used to further promote awareness and
educate others beyond the region.
 
    IV. Objectives 

This communication plan aims to:

1. Increase motorists’ understanding of traffic rules and regulations

2. Increase motorists’ awareness of road safety

    V. Targets 

This communication plan will be meant for the motorists of Cebu City, especially in Brgy.
Basak San Nicolas, as the rapid expansion of the urban area, has allowed for the increase of
motorcycles due to its advantages and, with it, the increase in traffic infractions.

    VI. Strategies 

In preparation for the communication plan, a study about the traffic management of Cebu
City (Basak San Nicolas) would be done so that a unified system can be developed for the
enforcement of traffic laws. This would be done in order to reduce the traffic congestion in
the area. This is required so that the development of the system can be as accurate as possible
and efficiently address traffic congestion, as well as the knowledge and awareness of the
motorists’ on the traffic rules and regulations. 

Moreover, a study needs to be conducted not just to make it as accurate and address the
problem, but also to make sure that intended communication plan is feasible, and help
identify the factors to make it successful, as well as to ensure that the strategies used and
goals is in line with what is the general objective the group has outlined.  Furthermore, people
of all ages need to be taught about road safety. As it is a person's duty as a citizen which
requires that they be well-versed in the laws of the road. Road safety can only be ensured
through careful observation and proper teaching or dissemination of information and
awareness. 

In the implementation, campaigns about road safety communications would be carried out
through multiple media like Bombo Radyo, Balitang Bisdak, and the FB page of Bombo
Radyo. Also, a workshop would be hosted every Monday for 3 consecutive weeks for the
intended targets of the communication plan. In this workshop, authorities or experts would be
invited as guest speakers to be the ones to properly discuss the information that motorists
need. 

Lastly, what would follow would be the assessment of how well the workshop and the
campaigns were implemented and if they were efficient and effective in spreading awareness
on traffic rules and regulations in Basak San Nicolas, Cebu City. This is critical in knowing
its effectiveness, strengths and weaknesses, on which part it can be improved on and which
part works well enough to address the issue which should be tackled.

    VII.  Program Implementation Plan

A. Plan of Action and Schedule of Activities

To fully accomplish the communication plan, the following Plan of Action and Schedule of
Activities are to be followed:

Objectives Activity Planned Action/s Date

1. Preparation and Planning

Reduce the traffic  Conduct traffic 1. Tap in with other agencies June
congestion in management studies for additional funds and 10,
Basak San Nicolas, in Cebu City, support 2022 -
Cebu City particularly in Basak June
San Nicolas 25,
 2022

 Establish a unified 1. Consult with provincial June

system for the public safety officers 26 -
enforcement of traffic 30,
laws 2022

2. Implementation of the Program

Increase motorists’  Enhance motorists’ 1. Conduct road safety July 1,

understanding of awareness of traffic communication campaigns 2022 -
traffic rules and rules and road safety through different media July, 3,
regulations to the general public. such as: (Infomercial) 2022

1.1. Social media

(Bombo Radyo FB
Reduce the number Page)
of traffic violations 1.2. Radio (Bombo
in Basak San Radyo)
Nicolas, Cebu City. 1.3. Television (Balitang
Bisdak)
Reduce the number July 4,
of traffic accidents 2022 -
in Basak San July,
2. Host a workshop every
Nicolas, Cebu City 23,
Monday starting on
2022
July 4, 2022 for three
consecutive weeks for 
Increase motorists’ motorists located in
awareness of road the target area. .
safety
1.1. Invite authorities
from CCTO or other
experts to become the
guest speakers.

3. Monitoring and Evaluation

 Assess the 1. Monitor and evaluate the July 4,

implementation of the program 2022 -
project July
25,
2022

Table 1. A detailed timeline of activities 

 B. Budget Allocation

Expenses Unit Quantity Unit Unit

Rate Cost

Activity 1. Conduct traffic management studies in Cebu City, particularly in Basak

San Nicolas

1.1. Consultation fee Per Consultation 1 Php 1, Php 1,

500 500

1.2. Refreshments Per Person 1 Php 100 Php 100

Total                                                                                                            Php 1,600.00

Activity 2. Establish a unified system for the enforcement of traffic laws

1.1 Travel Fee Per Person 14 Php 15 Php 210

Total                                                                                                            Php 210.00

Activity 3. Enhance motorists’ awareness of traffic rules and road safety to the
general public.

1.1 Material and Handouts Per Person 100 Php 20 Php

2,000

1.2 Venue Per Day 3 Php Php

1,000 3,000

1.3.Refreshments Per Person 9 Php 100 Php 900

1.4. Token of Appreciation for Per Person 3 Php Php

Speakers 1,000 3,000

Total                                                                                                            Php 8,900

TOTAL ESTIMATED COST                                                                  Php 10,710.00

Table 2. A proposed budget plan for the program

The table 1 shows the timeline of the activities. The table is divided into three
sections; first is the Preparation and Planning; second is the Implementation of the
project; and third is the Monitoring and Evaluation. On table 2, it shows the proposed
budget plan for the Program Implementation Plan with a total estimated cost of Php
10,710.00.
    VIII. Monitoring and Evaluation
The "Basta driver, dili traffic violator" team outlines an overarching approach
that will be used in monitoring and evaluating various elements of the traffic rules and safety
information dissemination campaign.

The data gathered during this phase will be extremely useful in making
decisions about the program's merits and determining whether or not the set
objectives were met. 

Figure 3. Monitoring and Evaluation Elements of the Campaign

Here are the descriptions of different elements of the monitoring and evaluation phase of the
program: 

Element 1: Projected Outcomes. It is critical to revisit the program's goals in order to

determine whether the project's direction and effort are in line with them. Column 1 of Table
4 documents each input, activity, output, and intermediate outcomes.

Element 2: Monitoring and Evaluation questions. Ask for information about each
outcome. Consider the program's beneficiaries and the questions they will have or the
information they will require. Column 2 of Table 4 will display at least one question for each
outcome.
Element 3: Defining indicators and performance measures. There will almost certainly be
one or more units of data that can potentially answer each monitoring and evaluation question
that the team has defined. These data units are commonly known as indicators of
performance measures (e.g. number of participants, comments, reactions). Indicators or units
of data will be listed in Column 3 of  Table 4.

Element 4: Identifying data sources and collection methods. Consider whether data is
already available or whether it can be easily collected to inform the indicator. The indicator
also explains how important it is to collect this data, for whom and for what purposes.

In collecting data,  a range of qualitative and quantitative data collection methods could be
applied. But for this program, our team believes that a qualitative method must be used to
measure its effectiveness by collecting traffic violations and accident cases after the
program. 
Chosen methods to collect needed data will be listed in Column 4 of Table 4. 

Element 5: Consider timing of data collection. The timing of data collection will be
determined by how frequently and when you need to use the data, as well as how much the
data normally varies over time. Column 5 of Table 4 will list the timing and frequency of
data collection.

Element 6: Assigning responsibilities. Responsibility for data collection will be assigned

based on who is best suited for the task. Data collectors will require appropriate data
collection tools, such as questionnaires, interview protocols, spreadsheets, and so on. The
roles of each team member are listed below. Column 6 of Table 4 will list their assigned data
collection responsibility.

Individual Title or Responsibilities

Role

Lorenzo, Katrina Lead Monitor Evaluation Plan

Alexandra  Evaluator
Responsible for data collection of the radio and TV
surveys

De La Cruz, Kim Lead Monitor and check the timeline of Activities

Jemaimah  Monitor
Responsible for data collection of the number of
participants in the workshop 

Marquez, Rozan Team Oversees all data collection

Chaya  member
 Responsible for data collection of the number of
interactions in social media

Pardo, Shannah Rose Team Communicate with stakeholders

member
Responsible for data collection of surveys given
after each workshop session
Table 3. Roles and Responsibilities of the Monitoring and Evaluation Team Members

Element 7: Data collection and Usage. Here we consider where data will be stored and who
will need access to it, the frequency with which data must be collected and used, and the
budget required to support data management and monitoring activities. Consider all of the
situations in which data could be useful and informative. Collect once, use many times. These
ideas will be listed in Column 7 of Table 4.