Mass media programs to inform about road safety Road mobility is a primary requirement for human life and has become a universal calamity as an ever-increasing cause of death and disability across the world (Mahmud et al, 2011). The mass media, especially radio and journalists, can play a key role in increasing knowledge about road safety. Road safety media campaigns play an important role in improving road safety by promoting safe behavior (Benny, 2009). Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay In particular, they can publicize preventative messages and promote safe behavior through mass enriching radio programs, increase people's awareness and understanding of the severity of the problem phenomenon, and advocate for safer roads and systems (Benny, 2009). Unfortunately, it often happens that journalists only write about traffic and safety issues when they have to report on an accident. In these cases, journalists tend to have little time to explore a variety of angles for their stories or to understand why accidents happen or why some of them are fatal or what the consequences are for families, communities and society in general (Derek et al. 2012). The result is that most traffic-related news stories limit themselves to what, who, where, when and why and inform readers what happened. Yet, it is by analyzing the causes and consequences of road accidents, moving from traffic-related stories to road safety stories that journalists can most effectively contribute to change. Even in Tanzania the record of road accidents was very high 10 years ago although it started to decline in 2017 due to the new policies introduced by the Tanzania Police Force under the new administration of the newly elected president and the way the traffic police department began to do its job practically by measuring whether a driver was drunk or not, inserting technological tools that monitor the speed of cars, especially passenger buses traveling in different regions, enforce laws and statutes. The so-called introduction of BODABODA has also increased the number of accidents and deaths. On the other hand, the media in Tanzania has tried to produce television and radio programs to create awareness and educate people, for example, TBC has introduced a radio program called SAFIRI SALAMA to educate the society about road safety issues since 2008. However , a challenge exists because most media in Tanzania do not have radio or television programs that provide road safety education and widely organize road safety seminars despite the high number of deaths due to road accidents. In this scenario, media owners and the government could place emphasis on adopting several different programs regarding road accidents and safety. Road accidents and safety Globally, road accidents cause approximately 1.2 million deaths and 50 million injuries per year (Ssewanyana & Niyitegeka 2010), of which 85% occur in developing countries such as Tanzania (Derek et al, 2012). Road accidents, together with non-communicable diseases such as cancer, will collectively account for 56% of the 67 million deaths expected worldwide in 2030 (World Health Statistics, WHO, 2016). According to the report on crime and road accident statistics from January to November 2017 in Tanzania, deaths and injuries caused by road accidents aredecreased from 4,016 to 5,135 compared to the 9,151 recorded in the same period of 2016. Deaths and injuries caused by road accidents also decreased. by 615(20%) and 3,285(39.3%) respectively in 2017 and the number of injured decreased from 8,360 to 5,075 in 2016 and 2017 respectively. The root of the accidents was mainly linked to human error for approximately l '80-90% of road fatalities and includes; irresponsible driving, speeding, careless use of the road, incompetent drivers and driving while intoxicated or using drugs, among others (Derek et al,2012). Without preventative action, road traffic fatalities are expected to double by 2020. Road traffic damage harms the growth and development of developing countries, draining at least 1% of their gross domestic product ( GDP), or an equivalent of 65 dollars. billion per year (Morris, 2012). Governments and transport authorities at different levels invest large sums of money and effort to change road user behavior by promoting road safety awareness. Traffic awareness is recognized by many as one of the most important ways to convince road users to adopt safe road behaviors (Delhomme, et al, 2009). As dangerous as it is in poor countries, rich countries have also advocated for instituting commitments that significantly contribute to the reduction of road accidents through promoting road safety awareness through the media, seminars, enforcement of legislation to control speed and driving while intoxicated, requiring the use of helmets and seat belts, etc. (World Health Organization (ed.), 2013). The mode of transport in Tanzania is characterized by a low level of safety compared to the best performing countries. According to the 2017 SUMATRA report on improving road safety in mainland Tanzania, in the perspective of a relatively low number of registered vehicles (512,000 cars and light 4-wheel vehicles, 86,000 trucks and 49,000 buses in 20148), the accident fatality rate road traffic is high in Tanzania, with over 4,000 deaths per year. Added to these are 809,000 2- and 3-wheel motorized vehicles and 55,000 other vehicles. Road accidents have become a global health and development problem. Research conducted around the world, including some African countries such as Kenya, indicates that road travel puts people at greater risk of injury. In developing countries, road accident rates remain high, and Tanzania is no exception, as road accidents continue to cause untold suffering to families and deprive the country of productive citizens (NRSC, 2016). Given the severity of road accidents, various road safety stakeholders have been conducting road safety campaigns in the country. However, most empirical studies on road safety versus mass media in promoting safety have been conducted in other countries, for example, Cameron et al, 2004 in Australia, Gitagama, 2014 Kenya, Mogambi and Nyakeri 2011 Kenya. In Tanzania, no study has been conducted to find out the role of radio programs in promoting road safety. Regardless of initiatives by various stakeholders to promote road safety in Tanzania, the rate of deaths and injuries has increased until 2013. Since the SUMATRA road safety study was conducted in 2007 there have been significant changes in the operational environment, for example with the introduction of motorcycles on public transport in 2009, which changed the picture of road safety in Tanzania. The number of road accidents,.