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Author(s): Alphonsus A. Adebiyi, Opeoluwa O. Afuape , Kehinde G. Adeosun, Titilayo E. Popoola, Hannah O. Adejumobi.

Volume/Issue: Volume 8 , Issue 1 (2025)

Abstract:

Road traffic safety remains a pressing challenge in Lagos, Nigeria, where urbanisation, population growth, and vehicular congestion contribute to frequent road accidents and fatalities. This study explores the knowledge, perceptions, and reactions of Lagos road users to road safety messaging disseminated through Traffic Radio, a medium specifically dedicated to traffic updates and safety advocacy. Employing a mixed-methods research design, the study collected data from 500 respondents using structured surveys, complemented by focus group discussions with commercial drivers, private vehicle owners, motorcyclists, and pedestrians. Findings reveal that while awareness of road safety campaigns on Traffic Radio is high (79% of respondents), there are significant gaps in translating this awareness into sustained behavioural changes. Socio-economic factors, such as income levels and educational background, alongside infrastructural challenges, were identified as key barriers to compliance with road safety measures. Moreover, the study highlights variations in perception, with younger road users and commercial drivers showing lower levels of engagement with Traffic Radio messaging; compared to private vehicle owners and older demographics. Qualitative insights suggest that the timing, content, and tone of safety messages significantly influence audience receptiveness and the perceived relevance of the campaigns. Recommendations include the development of more targeted, culturally sensitive campaigns, the integration of multilingual content to reach diverse audiences, and increased partnerships between Traffic Radio, government agencies, and community organisations to enhance public education on road safety. This study contributes to the body of knowledge on the role of media in fostering behavioural change, offering evidence-based insights for policymakers, media practitioners, and urban planners in addressing road safety challenges in high-density urban areas.

Keywords:

Road-Safety, Traffic Radio, Media-Campaigns, Lagos-Road-Users, Behavioural-Change.

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