Traffic safety campaigns in the Netherlands

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 • • • • • • • •

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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Traffic safety campaigns in the Netherlands 2 juni 2003

Performance criteria • • • • • •

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 • • • • • •

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

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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 • • • • • •

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

Traffic safety campaigns in the Netherlands 13 2 juni 2003

Shared campaign calendar 2003

Traffic safety campaigns in the Netherlands 14 2 juni 2003

Campaign participation 2003

Traffic safety campaigns in the Netherlands 15 2 juni 2003

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

Traffic safety campaigns in the Netherlands 16 2 juni 2003

Campaign umbrella • • • •

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 • • • • • • • • • • • •

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

Traffic safety campaigns in the Netherlands 18 2 juni 2003

Billboard alcohol

Traffic safety campaigns in the Netherlands 19 2 juni 2003

Billboard seat belts

Poster moped helmet

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Bus advertisement alcohol

Traffic safety campaigns in the Netherlands 21 2 juni 2003

TV-commercial seat belts

Traffic safety campaigns in the Netherlands 22 2 juni 2003

TV-commercial alcohol

Traffic safety campaigns in the Netherlands 23 2 juni 2003

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

19 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

Traffic safety campaigns in the Netherlands 27 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

Traffic safety campaigns in the Netherlands 28 2 juni 2003

Short term results: BOB alcoholcampaign • • • • •

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

Traffic safety campaigns in the Netherlands 29 2 juni 2003

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