North Brabant launches shock campaign to tackle deadly driving habits among youth
A striking campaign in North Brabant uses damaged advertising columns to highlight the dangers of antisocial driving. With traffic fatalities rising, the province targets young drivers aged 18-24, urging them to rethink behaviors like speeding and tailgating that have become alarmingly normalized.
| Key Fact | Details |
|---|---|
| Campaign Name | From ordinary to literally deadly |
| Target Group | Young drivers aged 18-24 |
| Locations | Heeklaan and Zuidende (Helmond), Tilburg, Eindhoven |
| Traffic Fatalities | North Brabant leads the Netherlands in traffic deaths |
| Accident Cause | Over 90% of accidents linked to driver behavior |
| Campaign Ambassador | Joël Borelli, well-known Brabander |
| Province | North Brabant |
| Municipalities Involved | Helmond, Tilburg, Eindhoven |
The province of North Brabant is responsible for regional traffic safety policies and collaborates with municipalities to address road safety issues. This campaign reflects its role in raising awareness and implementing measures to reduce traffic-related risks, particularly among high-risk groups like young drivers.
Read the full translated article below
Damaged advertising columns as a signal against norm erosion in traffic
Wednesday, April 1, 2026
A bent frame, shattered glass, and a powerful message. It’s a striking sight of damaged advertising columns on Heeklaan and Zuidende in Helmond. They are part of a campaign against antisocial driving behavior.
North Brabant has recorded the highest number of traffic fatalities in the Netherlands in recent years. In 2025, our municipality saw the most traffic accidents since 2014. Over 90 percent of these accidents are caused by driver behavior. A major issue is the erosion of norms in traffic. Norm erosion means people are increasingly unsure about what constitutes normal or acceptable behavior. Boundaries are blurring. Behavior that was once unacceptable is now seen as normal by many. Young drivers aged 18 to 24, in particular, often speed, tailgate, and sometimes behave aggressively. They increasingly view this behavior as ‘normal.’
Damaged advertising columns
That’s why the province of North Brabant launched a confrontational campaign: From ordinary to literally deadly. They are doing this in collaboration with the cities of Tilburg, Eindhoven, and Helmond. The campaign highlights how dangerous behavior that young people consider normal can be—and how severe the consequences may be.
The campaign primarily targets young people
We believe it’s important for everyone to feel safe on the road. Antisocial driving behavior is particularly on the rise among young people, a group that is difficult to reach. With this hard-hitting message, we hope to make young people aware of the devastation antisocial driving can cause.
The campaign is primarily conducted online. Well-known Brabander Joël Borelli has joined the effort. He will advocate for a change in young people’s driving behavior.
Read more about the campaign From ordinary to literally deadly