Road safety campaigns in The Netherlands

1. Road safety campaigns in The Netherlands Policy backgrounds, strategy, implementation and effects Koos Tamis (Ministry of Transport, The Netherlands )

2. Road safety campaigns in The Netherlands Content of the presentation, part 1 Road safety campaigns within the Dutch policy context • Road safety in The Netherlands: problem analysis • Road safety policy: strategy and instruments • Integrated campaign strategy • Campaign planning and implementation • Campaign effects: evaluation results Short break

3. Road safety campaigns in The Netherlands Content of the presentation, part 2 The Bob-campaign against drink driving • Drink driving in The Netherlands: problem analysis • Current and future policy measures • The Bob-campaign: strategy and implementation since 2001 • Effects on behaviour and victim numbers Questions, discussion

4. Road safety campaigns in The Netherlands The Netherlands • Inhabitants: 16,5 million • Surface: 33.870 km2 • Total road network: 120.000 km • Cars: 7,2 million • Bicycles: 13 million

5. Road safety campaigns in The Netherlands The road safety problem in The Netherlands: key figures • 2007: 791 deaths (2000: 1166) • 2006: 16.750 severely injured (2000: 18.600) • Social costs: € 12 billion per year

6. Road safety campaigns in The Netherlands European perspective: fatalities per million inhabitants in EU-25, 2006 129 90 45

7. Road safety campaigns in The Netherlands Road deaths and population in The Netherlands by age groups, 2006

8. Road safety campaigns in The Netherlands Fatalities by means of transport, average 2004-2006 versus 2007

9. Road safety campaigns in The Netherlands Problem definition: high risk groups • Vulnerable, unprotected road users (pedestrians, cyclists, moped and motor drivers) • Cyclists 10-18 years old • Moped drivers 16-18 years old • Novice car drivers 18-24 years old • Elderly road users 65+ years old

10. Road safety campaigns in The Netherlands Problem definition: high risk behaviour in traffic • Driving under the influence of alcohol, medicine or drugs • Speeding in residential areas and on provincial roads • Aggressive behaviour in traffic (f.e. tailgating) • Non-use of protective devices (helmets, seat belts, child restraints) • Fatigue behind the wheel • Use of mobile phones by drivers

11. Road safety campaigns in The Netherlands Road safety policy: strategic plan 2008-2020 • Permanent improvement of road safety • Target for 2020: reduction to 500 deaths and 12.500 severely injured • Public-private cooperation • Integrated approach: - preventive and repressive measures - focus on roads, vehicles and people - public communication integral part of policy • Specific target groups: - vulnerable road users - frequent and heavy offenders

12. Road safety campaigns in The Netherlands Campaigns as policy instrument Policy targets of road safety campaigns • Facilitation of change towards safe behaviour • Consolidation of safe behaviour (habit formation) Influence on awareness, knowledge, attitudes, personal and social norms: • Strengthen compliance with existing regulation • Inform on new regulation and measures • Advise and tools for implementation of safe behaviour (know how)

13. Road safety campaigns in The Netherlands Integrated campaign strategy since 2003: main features • Long term approach for sustainable effects • Public-private partnership • Mix of behaviour instruments: mass media communication, local support and enforcement • Central coordination and main fundingby Ministry of Transport • Sharing of campaign issues, creative concepts and communication materials • Systematic monitoring and evaluation

14. Public partners Ministry of Transport Ministry of Health National Communication Service Provinces Municipalities Police forces Judicial authorities Central licensing agency Private partners Road safety association Road user association Vehicle industry association Cyclist association Alcohol industry Hospitality industry NOC Sports Federation Young drivers association Road safety campaigns in The Netherlands Partners involved in the campaigns

15. Road safety campaigns in The Netherlands Implementation of the campaign strategy Making cooperation a visible reality

16. Road safety campaigns in The Netherlands Involvement and role of participants in the road safety campaigns • Ministry of Transport • Policy choices • Funding/budget • Partner relations • Communicative strategy • Behaviour observation (roadside survey) • Public and private partners • Regional support and communication • Enforcement • Public events • Education in schools • Contacts with local press and business • Volunteer activities • Private research agencies • Road side survey • Public inquiry (self-report) • National Communication Service • Coordination of execution • Contract advertising agency • Media and distribution • Effect evaluation (inquiry) • Advertising agency • Creative concept • Production of commu-nication materials • Merchandising

17. Road safety campaigns in The Netherlands Joint campaign issues 2003-2009 • Drink driving • Use of safety devices (seat belts, child restraints, moped helmets) • Aggressive behaviour in traffic (tailgating, excessive speeding, etc.) • Visibility of vulnerable road users (bicycle lighting and reflection, motor drivers)

18. Road safety campaigns in The Netherlands Joint operational planning: national campaign calendar 2007 Combined effort of mass media communication and enforcement Information on new regulation, mass media communication only

19. Road safety campaigns in The Netherlands Basic principles of issue concepts • Positively motivating approach, with focus on the benefits of safe behaviour • Emphasis on individual contribution to increase road safety for all road users • Easy perspectives for safe behaviour • Simple messages • Use of humour • Avoidance of confronting images and harsh fear appeals

20. Road safety campaigns in The Netherlands Campaign umbrella concept • Visual link between separate campaign issues • Personal benefit for safe behaviour: - Staying alive - Social approval • General pay-off for all campaign materials • Used by all public and private partners