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Dutch Road Safety Campaigns: Successful Strategies Revealed

An evaluation of road safety campaigns in the Netherlands from 2002 to 2008 shows high reach, appreciation, and effectiveness. Results indicate positive impact on drivers' behavior and attitudes towards drunk driving. Lessons learned emphasize long-term, policy-embedded, coordinated approach with public-private cooperation and simple messages.

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Dutch Road Safety Campaigns: Successful Strategies Revealed

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  1. Road safety campaigns in The Netherlands Evaluation results Does it work?

  2. Road safety campaigns in The Netherlands Access and appreciation: tracking results 2002-2008 • Reach and recall nearly 100% • Appreciation of concept and communication materials: average 7,5 on 1-10 scale • Highest scores for Dutch government campaigns since 2000

  3. Road safety campaigns in The Netherlands Share of car drivers giving correct description of Bob-formula (self-report)

  4. Road safety campaigns in The Netherlands Share of drivers always making the Bob-deal (self-report)

  5. Road safety campaigns in The Netherlands Alcohol offenders, 1973-2007 (roadside random breath testing)

  6. Road safety campaigns in The Netherlands Development of sober driving (‘being Bob’), 1999-2007

  7. Road safety campaigns in The Netherlands Male alcohol offenders by age groups 2007

  8. Road safety campaigns in The Netherlands Estimated alcohol-related victims 1999-2007

  9. Road safety campaigns in The Netherlands Lessons learned of the integrated campaign strategy 2003-2008 • Campaigns must be embedded in policy • Long term approach gives sustainable effects • Coordinated mix of communication and enforcement proves most effective • Public-private cooperation and joint planning strengthen campaign effects and efficiency • Simple messages and practical tools enhance the implementation of safe behaviour • Positive motivation supports consolidation of safe behaviour in the long run

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