Introduction
In Saint Lucia, road traffic crashes result in a fatality rate of 8.9 per 100,000 inhabitants, disproportionately affecting young men and vulnerable road users. Infrastructure upgrades along the Millennium Highway and West Coast Road may increase exposure unless accompanied by behavioural interventions.


Purpose
Funded by the Caribbean Development Bank, this project, implemented by FRED Engineering, aimed to develop a socially inclusive and Gender-Responsive Road Safety Awareness Communication Campaign using psychological data to inform message design. A key insight was the widespread presence of an external locus of control, which told the campaign's core message: "What are you doing to improve road safety in Saint Lucia?"


Method
The situational analysis adopted a multi-method behavioural approach:
- Naturalistic observations of 600+ road users revealed low compliance with seatbelt use (under 11% rear-seat use) and frequent distracted driving (16% using mobile phones).
- A School Travel Survey highlighted safety concerns and gendered perceptions of risk among 159 students.
- A KAP survey of 480 participants assessed knowledge, attitudes, and behaviours. Notably, 56% of respondents believed that the main reason for road crashes is "poor road condition", 51% replied to overspeed (often or always), and 52% reported having been involved in a crash or near-crash situation.


Results
Findings revealed the normalisation of risky behaviours (e.g., frequent speeding by 64% of young males) and limited personal responsibility. The campaign message reframed safety as a shared duty, prompting introspection and action, and was tailored to different audience segments using inclusive visual design and local language variants.


Conclusions
Psychological data, especially related to control beliefs and observed behaviours, can be a strategic asset in public health communication. This campaign demonstrates how targeted messaging can emerge from applied psychological tools and contribute to a more accountable and safety-conscious road culture.