Traffic safety campaigns in the
Netherlands
Strategy, organization, content, results
Koos Tamis
2 juni 2003
Traffic safety campaigns in the Netherlands
2 juni 2003
Human and social costs of road
unsafety
• 2700 road accidents each day
• 2002: 987 killed and 11.018 severely
wounded
• High risk groups
• Social costs: € 7,6 billion
2
Billion passenger km
Trends in mobility and road
deaths 1961-2002
Traffic safety campaigns in the Netherlands
2 juni 2003
Road deaths
Car park x 1000
Billion passenger km
3
Public anxiety about road
unsafety
Traffic safety campaigns in the Netherlands
2 juni 2003
• 2/3 of road users feel insecure
• 90% calls aggression threatening problem
• Demand for government action
4
Traffic safety campaigns in the Netherlands
2 juni 2003
Traffic safety policy
• Since ca. 1970: road safety measures
• Targets National Traffic and Transport Plan
2002-2010 (feasibility depending on budget):
750 deaths
14.000 severely wounded
• National and regional level
• Prevention and repression
• Roads, vehicles and people
5
Traffic safety campaigns in the Netherlands
2 juni 2003
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 2003-2007:
continuous integrated campaigns
instruction and persuasion
behaviour change and consolidation
6
Traffic safety campaigns in the Netherlands
2 juni 2003
Campaign strategy 2003-2007
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Long-term planning and budgeting
5-year targets
6 returning issues
Advertising and enforcement
Public-private cooperation
National and regional
Uniformity in presentation
Monitoring
7
Traffic safety campaigns in the Netherlands
2 juni 2003
Performance criteria
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Public access
Attraction of concept
Comprehension of content
Likeability of content
Effectiveness
Efficiency
8
Traffic safety campaigns in the Netherlands
2 juni 2003
Campaign issues 2003-2007
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Alcohol
In-car safety devices
Aggression on highways
Aggression on local roads
Bicycle lighting and reflection
Moped helmets
9
Traffic safety campaigns in the Netherlands 10
2 juni 2003
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
Implementation costs and
expected outcome
Traffic safety campaigns in the Netherlands 11
2 juni 2003
• Campaign program 2003-2007: € 21 mln.
Including national advertising, facilitation
regional action, monitoring
Excluding enforcement, regional advertising
• Indicated outcome of integrated campaign
effort 2003-2007
Victim reduction: 200 deaths and 2500
severely wounded
Social cost reduction: € 750 mln.
Campaign organization and
planning
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Traffic safety campaigns in the Netherlands 12
2 juni 2003
Leading role Transport Ministry
Long-term public-private alliances
Contributions by partners
Facilitation of regional action
Shared campaign planning
Fixed periods
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2 juni 2003
Shared campaign calendar 2003
Traffic safety campaigns in the Netherlands 14
2 juni 2003
Campaign participation 2003
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General campaign concept
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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
Traffic safety campaigns in the Netherlands 16
2 juni 2003
Campaign umbrella
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Visual connection between all efforts
Recognition of issues as part of a whole
Issue involvement
Tools
Traffic safety campaigns in the Netherlands 17
2 juni 2003
Communication tools
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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
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Billboard alcohol
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2 juni 2003
Billboard seat belts
Poster moped helmet
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2 juni 2003
Bus advertisement alcohol
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2 juni 2003
TV-commercial seat belts
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2 juni 2003
TV-commercial alcohol
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Traffic safety campaigns in the Netherlands 24
2 juni 2003
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
Traffic safety campaigns in the Netherlands 25
2 juni 2003
Trend in driving under influence
1973 - 2001
14
12
8
6
4
2
20
01
19
99
19
97
19
95
19
93
19
91
19
89
19
87
19
85
19
83
19
81
19
79
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77
0
19
75
%
10
19
73
Percentage drivers >0,5 promille in weekend nights
16
Traffic safety campaigns in the Netherlands 26
2 juni 2003
Registrated alcohol-related road victims
1980 - 2001
350
2500
300
2000
250
200
1500
150
1000
100
500
50
deaths
severely wounded
20
00
19
98
19
96
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
20
00
19
98
19
96
19
94
19
92
19
90
19
88
19
86
19
84
0
19
82
19
80
0
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2 juni 2003
Trend in seat belt use by car drivers
1989 - 2002
Percentage car drivers
% wearing seat belts
100
90
80
70
60
50
40
30
20
10
1989
1990
1991
1992
1995
1997
1998
2000
2002
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2 juni 2003
Short term results: BOB alcoholcampaign
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Designated driver concept since 2002
Public-private partnership
Effects within 1 year
Concept strength
Two awards
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2 juni 2003
Conclusion
• Main challenge for campaigning
• Frapper toujours!
• No reason for pessimism