Koos Tamis 2 juni 2003 Traffic safety campaigns in the Netherlands Strategy, organization, content, results

2 juni 2003 Traffic safety campaigns in the Netherlands2 Human and social costs of road unsafety 2700 road accidents each day 2002: 987 killed and severely wounded High risk groups Social costs: € 7,6 billion

2 juni 2003 Traffic safety campaigns in the Netherlands3 Trends in mobility and road deaths Road deaths Car park x 1000Billion passenger km

2 juni 2003 Traffic safety campaigns in the Netherlands4 Public anxiety about road unsafety 2/3 of road users feel insecure 90% calls aggression threatening problem Demand for government action

2 juni 2003 Traffic safety campaigns in the Netherlands5 Traffic safety policy Since ca. 1970: road safety measures Targets National Traffic and Transport Plan (feasibility depending on budget): 750 deaths severely wounded National and regional level Prevention and repression Roads, vehicles and people

2 juni 2003 Traffic safety campaigns in the Netherlands6 Influencing people by means of safety campaigns mid ’70s - mid ’80s: incidental campaigns information transfer Since mid ’80s: frequent campaigns persuasion to behaviour change Campaign program : continuous integrated campaigns instruction and persuasion behaviour change and consolidation

2 juni 2003 Traffic safety campaigns in the Netherlands7 Campaign strategy Long-term planning and budgeting 5-year targets 6 returning issues Advertising and enforcement Public-private cooperation National and regional Uniformity in presentation Monitoring

2 juni 2003 Traffic safety campaigns in the Netherlands8 Performance criteria Public access Attraction of concept Comprehension of content Likeability of content Effectiveness Efficiency

2 juni 2003 Traffic safety campaigns in the Netherlands9 Campaign issues Alcohol In-car safety devices Aggression on highways Aggression on local roads Bicycle lighting and reflection Moped helmets

2 juni 2003 Traffic safety campaigns in the Netherlands10 Motivation of selected issues from viewpoint of risk prevention Alcohol: 250 deaths and 3000 wounded, 4% under influence Seat belts: 20% non-use, 1/3 on back seats, misuse of child protection Short distance on highways: 50% of accidents, 3/4 within 2 sec. distance Overtaking on regional roads: 10% of accidents, 50% of deaths, 1/3 of wounded Bicycle lighting: 50% non-use, 1/3 of accidents by dark, 1/5 of victims Moped helmet: 10% non-use, 40% misuse

2 juni 2003 Traffic safety campaigns in the Netherlands11 Implementation costs and expected outcome Campaign program : € 21 mln. Including national advertising, facilitation regional action, monitoring Excluding enforcement, regional advertising Indicated outcome of integrated campaign effort Victim reduction: 200 deaths and 2500 severely wounded Social cost reduction: € 750 mln.

2 juni 2003 Traffic safety campaigns in the Netherlands12 Campaign organization and planning Leading role Transport Ministry Long-term public-private alliances Contributions by partners Facilitation of regional action Shared campaign planning Fixed periods

2 juni 2003 Traffic safety campaigns in the Netherlands13 Shared campaign calendar 2003 Shared road safety campaign calendar 2003

2 juni 2003 Traffic safety campaigns in the Netherlands14 Campaign participation 2003

2 juni 2003 Traffic safety campaigns in the Netherlands15 General campaign concept One advertising agency Campaign umbrella Positioning of safe behaviour Positive tone of voice No confrontation and patronizing Instruction by ’tips and tricks’ Advertising locations and moments

2 juni 2003 Traffic safety campaigns in the Netherlands16 Campaign umbrella Visual connection between all efforts Recognition of issues as part of a whole Issue involvement Tools

2 juni 2003 Traffic safety campaigns in the Netherlands17 Communication tools TV-commercials Radio-commercials Billboards along highways and local roads Advertising on busses and trucks Leaflets Freecards Posters for schools and offices Give-aways (f.e. key cords and BOB-key ring) Advertisement in regional papers Advertorials in special interest magazines Internet-site Press releases and meetings

2 juni 2003 Traffic safety campaigns in the Netherlands18 Billboard alcohol

2 juni 2003 Traffic safety campaigns in the Netherlands19 Billboard seat belts

2 juni 2003 Traffic safety campaigns in the Netherlands20 Poster moped helmet

2 juni 2003 Traffic safety campaigns in the Netherlands21 Bus advertisement alcohol

2 juni 2003 Traffic safety campaigns in the Netherlands22 TV-commercial seat belts

2 juni 2003 Traffic safety campaigns in the Netherlands23 TV-commercial alcohol

2 juni 2003 Traffic safety campaigns in the Netherlands24 Long term results: alcohol and seat belts Long-term mix of advertising and enforcement proves effective Alcohol: decrease of driving under influence and victims since mid ’80s Seat belts: increase in driver use since mid ’80s

2 juni 2003 Traffic safety campaigns in the Netherlands25 Trend in driving under influence Percentage drivers >0,5 promille in weekend nights

2 juni 2003 Traffic safety campaigns in the Netherlands26 Registrated alcohol-related road victims deathsseverely wounded

2 juni 2003 Traffic safety campaigns in the Netherlands27 Trend in seat belt use by car drivers Percentage car drivers wearing seat belts

2 juni 2003 Traffic safety campaigns in the Netherlands28 Short term results: BOB alcohol- campaign Designated driver concept since 2002 Public-private partnership Effects within 1 year Concept strength Two awards

2 juni 2003 Traffic safety campaigns in the Netherlands29 Conclusion Main challenge for campaigning Frapper toujours! No reason for pessimism