Koos Tamis

2 juni 2003

Traffic safety campaigns in the Netherlands

Strategy, organization, content, results

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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

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Trends in mobility and road deaths 1961-2002

Road deaths Car park x 1000 Billion passenger km

Bill

ion

pass

enger

km

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Public anxiety about road unsafety

• 2/3 of road users feel insecure• 90% calls aggression threatening

problem• Demand for government action

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Traffic safety policy

• Since ca. 1970: road safety measures• Targets National Traffic and Transport

Plan 2002-2010 (feasibility depending on budget): 750 deaths14.000 severely wounded

• National and regional level• Prevention and repression• Roads, vehicles and people

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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

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Campaign strategy 2003-2007

• Long-term planning and budgeting • 5-year targets• 6 returning issues • Advertising and enforcement• Public-private cooperation• National and regional • Uniformity in presentation • Monitoring

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Performance criteria

• Public access• Attraction of concept• Comprehension of content• Likeability of content• Effectiveness• Efficiency

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Campaign issues 2003-2007

• Alcohol• In-car safety devices• Aggression on highways• Aggression on local roads• Bicycle lighting and reflection• Moped helmets

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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

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Implementation costs and expected outcome

• Campaign program 2003-2007: € 21 mln. Including national advertising, facilitation regional action, monitoringExcluding enforcement, regional advertising

• Indicated outcome of integrated campaign effort 2003-2007 Victim reduction: 200 deaths and 2500 severely woundedSocial cost reduction: € 750 mln.

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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

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Shared campaign calendar 2003

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Campaign participation 2003

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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

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Campaign umbrella

• Visual connection between all efforts• Recognition of issues as part of a whole• Issue involvement • Tools

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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

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Billboard alcohol

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Billboard seat belts

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Poster moped helmet

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Bus advertisement alcohol

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TV-commercial seat belts

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TV-commercial alcohol

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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

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Trend in driving under influence1973 - 2001

Perc

enta

ge d

rivers

>0

,5 p

rom

ille

in w

eeke

nd n

ights

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Registrated alcohol-related road victims1980 - 2001

0

50

100

150

200

250

300

350

1980

1982

1984

1986

1988

1990

1992

1994

1996

1998

2000

0

500

1000

1500

2000

2500

1980

1982

1984

1986

1988

1990

1992

1994

1996

1998

2000

deaths severely wounded

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Trend in seat belt use by car drivers1989 - 2002

Perc

en

tage c

ar

dri

vers

weari

ng s

eat

belt

s

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Short term results: BOB alcohol-campaign

• Designated driver concept since 2002 • Public-private partnership• Effects within 1 year• Concept strength• Two awards

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Conclusion

• Main challenge for campaigning • Frapper toujours!• No reason for pessimism