Helping older drivers stay safe on the road with the Rij Bewust campaign for CBR & VVN

How do you successfully reach older people on social media with an awareness campaign? That was the challenge of this campaign. Feeling safe on the road for as long as possible matters at every age. In collaboration with CBR and Veilig Verkeer Nederland, the 'Rij Bewust Test' campaign launched in the autumn of 2020. 

The goal

The goal of the campaign is to raise awareness among the target group, so they drive more confidently, better and more safely thanks to the tips from the Rij Bewust Test. The campaign makes older people aware of possible limitations and insecurities in traffic. The aim: greater safety on Dutch roads. The campaign was picked up widely by both regional and national media, resulting in a large number of completed tests. 

The message

CBR and VVN wanted to gently address the target group about the fact that they might be taking part in traffic a little less relaxed or confident. We did this by putting everyday situations at the heart of the communications. These are situations the target group recognises, which makes them take the message seriously too. The campaign assets were used in the social media campaign on Facebook. 

The target group

The campaign's target group consists of people aged 65+ and the children of these older people (aged 30 - 40). The children of over-65s play a big role in influencing their parents to reflect on their driving behaviour. The children can motivate their parents to take the Rij Bewust Test. 

Our formula for success

The campaign's target, set in advance, was to generate 20,000 completed tests. With 58,000 completed tests in the end, this target was comfortably exceeded. The best-performing message aimed at older people had a click-through rate of more than 10%. That is excellent compared with the benchmark of 1.5%. The best-performing message aimed at the children of over-65s had a CTR of 3.1%. Another result to be proud of. 

Need help setting up a successful campaign? At Partout, we specialise in devising, creating and running campaigns.