Title: The Pychology of Road Safety Communication and Implications For Road Users: An African Context With A Focus on Nigeria
Authors: Leman Sunday Francis
Ph.D
Onyemaechi Christopher Ugwuibe
Paul Chukwudi Ezinna
Ph.Dand Nwosu Okwudili C. Ph.D
Volume: 7
Issue: 12
Pages: 263-273
Publication Date: 2023/12/28
Abstract:
Road safety communication is a novel domain because of its peculiarity and diverse audience in terms of literacy level and cultural differences. The main aim of road safety communication is to positively influence the behaviour of road users. The design of road safety communication for road users determines the results of road safety campaigns. Therefore, it should be objective, persuasive, and motivating in both content and context. The objective of this study was to examine the psychology of road safety communication and its implications for road users behaviour in the African context, with a focus on Nigeria. The study adopted documentary and observational methods of research and Pillar 4 of the United Nations Decade of Action for Road Safety 2011-2020 as the theoretical foundation. The findings indicate that road safety communication invariably promotes the well-being and economy of road users and the national economy. The study recommended adequate funding for road safety communication campaigns by the government, among others. The study concluded that governments around the world must view road crashes, injuries, and deaths as another global pandemic.