This report describes how information policy aimed at behaviour in traffic and transport can be designed in a systematic fashion. A stepwise plan is used, taken from the field of social marketing. The following steps can be distinguished: (1) a situation analysis aimed at: a) problem-causing behaviour; b) motivations influencing road users; c) policy; d) transport and traffic system; and e) the underlying social climate; (2) target group segmentation; (3) formulation of objectives and strategy definition; (4) selection of measures; and (5) evaluation of measures that in turn produce a new situation analysis. Objectives are defined within the conceptualised "sustainable and safe traffic system" framework. The long-term aim is to realise "sustainable", socially desirable behaviour. The "sustainable" term implies structural behaviour, with which the road user can identify. The link established between internal and external motivation is in this regard important. The function of the information tool is described in relation to that of other policy tools, for example, education, driver training, and the use of punishments and rewards. The report examines how the various types of measure can function together to create conditions to stimulate desirable behaviour. The report elaborates the stepwise plan in relation to, for instance, the problem group of young car drivers.
Samenvatting