Rijkswaterstaat conducted a behavioural campaign aimed at urging drivers on the N36 provincial road in Overijssel to keep a safe distance, to be calm and relaxed while driving and to pay attention to the road. The campaign achieved a reduction in distractions, less irritation and an overall improved driving experience.

Why this experiment was conducted: many serious accidents on N36
The spotlight has been on the N36 between Hardenberg/Ommen and Almelo/ Wierden for some time due to the frequent, serious accidents that occur on the road. Rijkswaterstaat is implementing various infrastructural measures, but the behaviour of road users also plays a crucial role in road safety. A lot of heavy goods vehicles that are limited to 80 km/h use the N36, while a maximum speed limit of 100 km/h applies to large sections of the road. When motorists and motorcyclists end up behind a row of trucks, they are unable to drive at their own speed. This leads to frustration, boredom and distraction as well as them not keeping enough distance to the next vehicle.

Type of intervention: N36 behavioural campaign
In 2021, Rijkswaterstaat launched a pilot behavioural campaign combining various elements:
• roadside message signs reminding road users of the desired behaviour, with the wordings 'N36= je aandacht erbij houden' (stay focused and alert) and 'N36= gewoon wat afstand houden' (keep your distance)
• social media posts highlighting a positive perception of the N36, for example 'N36= de weg naar mijn familie' (the road taking me to my family)
• a website featuring, amongst other things, testimonials from road users that win over resistance, provide an action framework for the desired behaviour and demonstrate the social norm
• supported by posters, free cards, giveaways such as an ice scraper and a car air freshener, to remind drivers of the desired behaviour, and promotion teams at local weekly markets

Method used: repeated measurements with questionnaires
Ahead of the behavioural campaign, an online survey was conducted via a citizens' panel and an open link on the socials of surrounding municipalities. People who had never driven on the N36 were excluded from the survey. The survey was repeated twice during the course of the campaign to specifically address themes highlighted in the campaign, e.g. keeping your distance. A final measurement was taken after the campaign ended. The four surveys had a total of over 4,000 respondents. Actual behaviour was not measured in this project.

Result obtained: reduction in distractions reported
Judging by the self-reported behaviour, the campaign has had a positive impact. The perception monitor shows that road users were aware of and valued the campaign. The communication messages received a wider reach in a short time. Road users who have seen the campaign say they are less distracted while driving on the N36 than those who have not seen the campaign. The other results are also positive:
• they are more aware of risk-taking behaviours on the N36, such as not keeping your distance
• they are less likely to become irritated when driving behind slower traffic
• they feel less uneasy when they know they are going to take the N36
• they are less likely to take a different route to avoid the N36 they have an overall improved driving experience: for example, they have a slightly increased perception of the N36 as a pleasant road to drive on.

Impact: awareness of safety risks
It is unrealistic to expect measurable improvements in drivers' behaviour on the road within a short period of time. However, road users did become more aware of risk-taking behaviours on the N36 as a result of the campaign. Moreover, they say they now concentrate more on the road while driving and feel less inclined to avoid the N36 because of any perceived unsafety and unease. These are favourable developments for safety and driving experience.

Source: https://www.binnl.nl/home+-+en/knowledge/publications/bin+nl+publications/HandlerDownloadFiles.ashx?idnv=2719979