Road safety campaigns in The Netherlands

1
Road safety campaigns in The Netherlands

• Policy backgrounds, strategy, implementation and
  effects

2
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
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
The Netherlands

• Inhabitants 16,5 million
• Surface 33.870 km2
• Total road network 120.000 km
• Cars 7,2 million
• Bicycles 13 million

5
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
European perspective fatalities per million
inhabitants in EU-25, 2006
129
90
45
7
Road deaths and population in The Netherlands by
age groups, 2006
8
Fatalities by means of transport, average
2004-2006 versus 2007
9
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
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 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
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
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 funding by Ministry
  of Transport
• Sharing of campaign issues, creative concepts and
  communication materials
• Systematic monitoring and evaluation

14
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

15
Implementation of the campaign strategy

• Making cooperation a visible reality

16
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
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
Joint operational planning national campaign
calendar 2007
Combined effort of mass media communication and
enforcement
Information on new regulation, mass media
communication only
19
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
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