The Effectiveness of MMDA’s Pink Information Signs on the Bangketa: An Evaluation

Abstract

Road signs are intended to alert and inform a largely mobile audience. These are designed to draw and hold the attention, warn or instruct and persuade or to some extent command people on how they would conduct themselves along thoroughfares, streets, and sidewalks. In this context, the study looked into the effectiveness of the Metropolitan Manila Development Authority's atypical pink information signs, which are intended to instill discipline in the bangketa or sidewalk, in the major thoroughfares of Quezon City. The study evaluated the effectiveness of the pink information signs of the MMDA using Bertrand’s (1978) guidelines. Wherein, a survey among pedestrians was conducted to determine how they were affected by the various components of effectiveness --- attraction, comprehension, acceptability, self-involvement and persuasion; and wherein, a closed fixed-response interview instrument was employed to get the views and feedback of the respondents. The findings showed that the pink information signs were not entirely effective in persuading pedestrians to conform to the advisories. Although the road signs were able to positively suggest, draw attention and alert or warn its target audience, these were not able to persuade people to respond accordingly. Thus, using the five dimensions of effectiveness as criteria, the signs showed effectiveness in its attraction, comprehension, and self-involvement component, but were inadequate or unimpressive in its acceptability and persuasion components. Nonetheless, to be effective, information signs should not only be able to draw, hold audience attention, be clearly understood by its target audience and get their acceptance and involvement but most of all it must persuade them to voluntarily or consciously conform. Thus, this study suggests that a persuasion formula should be carefully determined based on the diverse culture, persuasions and social level of its target audience.