Mapping Global Road Safety Communication: A Bibliometric Analysis of Campaigns and Awareness Strategies (2000–2025)
Abstract
Objective: Road traffic injuries are a major global health concern, particularly in low- and middle-income countries (LMICs). While public awareness campaigns are essential for promoting safer behaviors, the research landscape remains fragmented and under-integrated. This study aimed to map the global structure of road safety communication research, identify conceptual trends, and investigate authorship, collaboration, and thematic growth patterns.
Material and Methods: A bibliometric analysis was performed on 730 Scopus-indexed documents (2000–early 2025) using Biblioshiny and VOSviewer, following bibliometric protocols. The analysis examined annual publication growth, citation impact, keyword co-occurrence, and co-authorship networks. Thematic maps, multiple correspondence analysis (MCA), and co-citation analyses were employed to explore conceptual clusters and structural progression.
Results: The findings revealed consistent growth in global publication output, predominantly from high-income countries. Three core thematic clusters emerged: public health and injury prevention, demographic and psychological profiling, and behavior-based intervention options. Collaboration networks were concentrated in Australia, the United States, and Europe, while LMIC participation remained sparse and episodic. Although digital media and emotion-based messaging are gaining attention, they remain insufficiently explored. Key gaps persist in theoretical integration, campaign evaluation rigor, and geographic inclusivity.
Conclusion: Road safety communication research is expanding, but it remains thematically fragmented and regionally imbalanced. Future studies should prioritize interdisciplinary frameworks, leverage digital and culturally attuned strategies, and establish equitable research collaborations, especially involving underrepresented regions.
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