Road safety strategy for young people
A mission of critical importance
Every year, more than 2,200 young adults in the province of South Holland are involved in traffic accidents. And 30% of 16- and 17-year-olds admit to taking risks on the road. For ROV Zuid-Holland, these figures are unacceptably high. They approached us with a clear request: help us bring these numbers down. We gladly took on the challenge and developed a communication and partnership strategy for the #impact program.
Behavioral change? Listen first!
Changing young adults behavior in traffic doesn’t happen overnight. It requires a well-thought-out strategy that resonates and sticks. That kind of strategy begins with a thorough analysis. Using our hourglass model, we explored the world of young adults and their parents. What drives them? What tone of voice strikes the right chord? And what really works? We also combined scientific insights with real-world experience from organizations with succesful partner networks.
From insight to strategy
We translated all the knowledge collected into a concrete communication strategy that appeals to young people at their own level and activates parents to start a conversation with their children. We also came up with a partner strategy that connects organizations to make more impact together. For each target group, we determined the right core message, tone of voice and visual style that we tested with 400 young people and 300 parents from the region. Young people then contributed their own ideas to enrich the road safety strategy with catchy experience stories, videos and collaboration with young influencers.
We translated all the insights gathered into a concrete communication strategy that speaks to young adults on their own terms and encourages parents to start conversations with their children. In addition, we developed a partner strategy to connect organizations and maximize collective impact. For each target group, we defined the right core message, tone of voice, and visual style – testing these elements with 400 young people and 300 parents from the region. Young adults also contributed their own ideas, helping enrich the road safety strategy with compelling personal stories, videos, and collaborations with young influencers.
“This text comes across as more mature, respectful, and informative. It makes you feel taken more seriously and as a result, you’re more likely to take the situation seriously too.”
– Field research
Getting started right away
The result? A rock-solid long-term strategy that not only our client, ROV Zuid-Holland, but also their partners could immediately start working with. No thick reports—just a practical program that delivers. Hence: #impact! To give this program a recognizable face, we developed the website impactzuidholland.nl along with the compelling campaign ‘Flinke boete, zo gepakt.’ Curious to see what else we’ve done for #impact?
“A well-thought-out and practical document. I don’t think it could have been better.”
– ROV Zuid-Holland on the strategy
