A bent frame, shattered glass, and a confronting message. Passersby are surprised today to see a damaged advertising column at Tilburgs Paleisring and Eindhovens Vonderweg. It is not vandalism but the start of a provincial campaign against the high number of traffic fatalities in the province.
North Brabant has had the highest number of traffic fatalities in the Netherlands in recent years. More than 90 percent of all accidents are related to human behavior, and a core problem is the erosion of norms in traffic. Especially speeding, tailgating, and aggressive reactions towards each other are common among young people (18-24 years) and are considered normal.
From ordinary to simply dead
Therefore, the Province of North Brabant, in collaboration with the cities of Eindhoven, Helmond, and Tilburg, launches a confronting campaign: From ordinary to simply dead. This campaign gives a frightening twist to the normal and emphasizes the potentially severe consequences. The message is based on well-founded behavioral research among young people and the involvement of experts including the police. Deputy Stijn Smeulders (Province of North Brabant): Together with our Brabant partners, we work hard on traffic safety in our province. But to really make our traffic safer, we need everyone. Therefore, it is vital that we hold each other accountable for our behavior. Keep to the speed limit, give each other space, and react calmly.
Changing traffic norms among young people
The campaign starts with a special activation where the medium serves as evidence. From this week, damaged advertising columns can be seen at traffic hotspots in Brabant, reinforcing the message. First in Tilburg and Eindhoven, later in Helmond. The physical launch will be followed in the coming months by an online dialogue focusing on visibility and alternative behavior. Well-known Brabander Joël Borelli has committed to the campaign and will work hard for a change in traffic norms among young people.