Abstract
This study assesses the efficacy of media advocacy tactics used by government agencies and non-governmental organizations (NGOs) to raise public awareness of road safety in Nepal. Using a qualitative multiple case study approach, the research analyzes three video-based campaigns by NASA Nepal, Swatantrata Abhiyan Nepal, and a collaborative project by the World Bank and the Government of Nepal. Through content analysis and semi-structured interviews, the study explores how these campaigns target distinct audiences, utilize different communication styles, and leverage various platforms to influence behavior and policy. Findings highlight the strengths and limitations of each approach, revealing that a multifaceted, audience-specific media strategy combining emotional appeal, data, and visual storytelling is key to enhancing road safety awareness. In addition to suggesting that integrating interactive digital content and increased policy engagement can further amplify impact, the study concludes with practical insights for optimizing future advocacy campaigns.