Met elkaar overweg. Be considerate of each other
It makes traffic more enjoyable. And so do you.
“Of course I consider others in traffic.” That’s what 90% of road users say. Yet, only 33% believe that other cyclists, pedestrians, and drivers actually do the same. The conclusion: people tend to overestimate their own behavior in traffic.
Awareness campaign
In 2022, together with Bureau Buhrs , we introduced the ‘Met elkaar overweg’ campaign for Vervoerregio Amsterdam. The campaign aims to raise awareness about increasing traffic congestion and encourage road users to be more considerate of one another. Thorough effect research showed that the campaign is ready to move into its next phase in 2025. The challenge remains highly relevant in the region: traffic volumes and the diversity among road users continue to grow, while the space they share remains the same.
Our approach
Strategic key message
We chose a behavior-change approach that truly resonates with people. To achieve this, we focused on three powerful pillars: self-image, social norms, and ability. These formed the foundation for the core message: ‘You are the traffic’. With this strategy, we support the municipalities of Vervoerregio Amsterdam in making traffic safer and more pleasant for everyone moving through the area—whether for work or leisure.
Appreciation for good behavior
How do you make road safety tangible? With the introduction of the creative concept ‘Verkeerslief’ as the intersection where traffic and friendliness come together. No finger-pointing, just appreciation for considerate behavior. We brought the concept to life through relatable situations, using fresh colors and thoughtful visuals. A professional photoshoot captured authentic traffic moments designed to truly connect with people.
Campaigning outside and online
The campaign came to life during its kick-off at Frederiksplein in Amsterdam, where we surprised road users with spontaneous compliments. These compliments were either handed out on cards or called out cheerfully. People appreciated the friendliness and quickly noticed how contagious positive behavior can be.
We brought the campaign to the streets of all 14 municipalities of Vervoerregio Amsterdam through signs along important roads and eye-catching street graffiti. Online, we reinforced the message “Met elkaar overweg” with engaging content across various channels.
Making an impact, together
For maximum effect, we developed a practical toolkit that municipalities can use themselves. From ready-made posters to content for social media. The campaign has its own place on the website of Verkeer & Meer and Vervoerregio Amsterdam. In this way, ‘Met elkaar overweg’ grew into a widely supported campaign that makes the difference in traffic behaviour. That makes traffic more fun. And so do you, by the way.
“I think the road belongs to all of us, and more people should realize that. I just go faster than someone on a normal bike. With a little understanding and patience, you can make so much difference.”
– Bystander at the kick-off
