Understanding Media Exposure among the Ethnic Malay in Malaysia for the Purpose of Communicating Road Safety Messages

In the last ten years about 7,000 people, mostly from the ethnic Malay, are killed on Malaysian roads annually. The road safety campaigns are carried out to create awareness among Malaysians, but communicating to the multi-lingual society is no mean feat. This study attempts to determine the media exposure among the Malays, as they are the most vulnerable group of road users. Such understanding would allow messages to be delivered effectively. A nationwide survey to determine media exposure among the all ethnics was carried out. The study shows that ethnics in Malaysia, including the Malays, generally preferred media of their respective mother tongue.