Gelderland Targets Young Driver Safety with Strategic Behavioural Campaign
Arnhem, Thursday 29 January 2026
The Province of Gelderland has commissioned Think Yellow and DTV Consultants for a two-year strategic initiative. By combining behavioural analysis with creative communication, the consortium aims to significantly reduce traffic incidents specifically among young motorists.
Strategic Mandate via Public Tender
The contract was secured following a formal tendering process, establishing a two-year timeline for the initiative starting from January 2026 [1][2]. The Province of Gelderland has identified young motorists as a critical demographic for intervention, citing them as a significant target group regarding traffic safety [1][2]. The primary objective of this procurement is to stimulate a tangible shift in behaviour and increase risk awareness, with the ultimate goal of reducing the number of traffic incidents involving this specific age group [1][2].
Synergy of Technical and Creative Expertise
The consortium leverages the distinct specialisations of both agencies to deliver a comprehensive approach. DTV Consultants is tasked with providing the theoretical backbone of the project, contributing expert knowledge in the fields of road safety and behavioural influence [1][2]. This analytical foundation is essential for understanding the underlying causes of unsafe driving habits among the target demographic.
Tailored Communication
Complementing the technical analysis, Think Yellow will focus on the strategic and creative execution of the campaign [1][2]. Their remit involves developing effective communication concepts that specifically resonate with the ‘world of experience’ (belevingswereld) of young drivers [1][2]. By aligning the safety message with the cultural and social context of the audience, the partnership aims to bridge the gap between regulatory safety goals and actual driver behaviour [1][2].