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Road safety campaigns in The Netherlands. Policy backgrounds, strategy, implementation and effects. 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

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road safety campaigns in the netherlands

Road safety campaigns in The Netherlands

Policy backgrounds, strategy, implementation and effects

Koos Tamis (Ministry of Transport, The Netherlands )

content of the presentation part 1
Road safety campaigns in The NetherlandsContent 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

content of the presentation part 2
Road safety campaigns in The NetherlandsContent 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

the netherlands
Road safety campaigns in The NetherlandsThe Netherlands
  • Inhabitants: 16,5 million
  • Surface: 33.870 km2
  • Total road network: 120.000 km
  • Cars: 7,2 million
  • Bicycles: 13 million
the road safety problem in the netherlands key figures
Road safety campaigns in The NetherlandsThe 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
problem definition high risk groups
Road safety campaigns in The NetherlandsProblem 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
problem definition high risk behaviour in traffic
Road safety campaigns in The NetherlandsProblem 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
road safety policy strategic plan 2008 2020
Road safety campaigns in The NetherlandsRoad 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

campaigns as policy instrument
Road safety campaigns in The NetherlandsCampaigns 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)
integrated campaign strategy since 2003 main features
Road safety campaigns in The NetherlandsIntegrated 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
partners involved in the campaigns
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
involvement and role of participants in the road safety campaigns
Road safety campaigns in The NetherlandsInvolvement 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
joint campaign issues 2003 2009
Road safety campaigns in The NetherlandsJoint 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)
joint operational planning national campaign calendar 2007
Road safety campaigns in The NetherlandsJoint operational planning: national campaign calendar 2007

Combined effort of mass media communication and enforcement

Information on new regulation, mass media communication only

basic principles of issue concepts
Road safety campaigns in The NetherlandsBasic 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
campaign umbrella concept
Road safety campaigns in The NetherlandsCampaign 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