This series highlights practical, effective road safety initiatives from ESRC members. Each month, we showcase a project that others can learn from, adapt and build on.
Our May spotlight features the ‘Safer Speeds for Wildlife and Humans Initiative’ developed by ‘andc Enterprise’ in the Netherlands to reduce wildlife-related road collisions in Gelderland by encouraging drivers to follow recommended speed limits and adopt safer behaviour in high-risk areas.
Inspiration behind the initiative
Wildlife populations in Gelderland have grown significantly in recent years, increasing the risk of road crashes with wildlife. These incidents can result in serious injuries, fatalities, and costly vehicle damage, particularly on forest roads during dawn, dusk and seasonal time changes. Despite existing measures such as warning signs, wildlife grids, and boar barriers, many drivers continue to underestimate the risk and fail to reduce their speed in high-risk areas.
These trends highlighted the need for a stronger focus on driver behaviour, encouraging motorists to follow recommended speed limits and reduce wildlife collisions.
Project activities
October – November 2023 – Behavioural concept development and pilot implementation:
The project was implemented over a four-week period based on a strategy developed by behavioural scientists from Dijksterhuis and Van Baaren, in collaboration with the Province of Gelderland. A central concept framed the risk area as the ‘realm of the animals’ with messages communicated from the animals’ perspective. This approach aimed to reduce resistance among road users, increase attention and create a sense of being a guest in the area, thereby encouraging safer driving behaviour.
October – November 2023 – Deployment of roadside interventions:
A structured sequence of interventions was installed within the risk area. A welcome pillar marked the entry point, where animals ‘welcomed’ road users and displayed the recommended speed. This was followed by a dynamic message sign showing the probability of wildlife crossings in minutes, based on data provided by the Province of Gelderland and adjusted automatically depending on the time of day. A motto board reinforced the advisory speed and used visual elements, including a red deer and a playful message, to strengthen attention and risk perception.
October – November 2023 - Visual cues and area demarcation:
Additional measures included placing animal silhouettes facing the road to highlight the potential for wildlife crossings and increase driver awareness. The intervention sequence concluded with a closing pillar marking the end of the risk area, where the advisory speed limit no longer applied. Clearly defining the zone's beginning and end supported compliance with the intended behaviour.
March 2024 – Dissemination of results:
The project results were presented at the National Traffic Safety Congress in March, complemented by a series of online sessions to share findings with a wider audience, supporting knowledge exchange and potential replication of the approach.
Outcomes
- Motorist speeds decreased on the roads where interventions were implemented, while remaining largely unchanged at the control location (N797), confirming the effectiveness of the approach.
- On the N224 where the full set of interventions was applied, average speeds decreased by 3.64 km/h in the short term and by 5.19 km/h in the long term.
- On the N795, where all measures except the dynamic message were implemented, speeds decreased by 3.81 km/h in the short term and 2.84 km/h in the long term.
- The results show that the interventions had a clear impact overall, with the dynamic message playing a key role in achieving stronger and more sustained long-term speed reductions.
Why this initiative has been recognised as Good Practice of the Month
This initiative addresses a growing road safety challenge by combining infrastructure measures with behavioural science to reduce wildlife crashes. Rather than relying solely on physical interventions, it focuses on influencing driver awareness and encouraging safer speeds in high-risk areas and at high-risk times.
Its strength lies in its evidence-based, behaviour-oriented approach and strong collaboration between the Province of Gelderland and behavioural experts. Through targeted interventions and clear communication, the project successfully encourages safer driving behaviour, creating a safer environment for both people and wildlife and offering a practical and transferable model for reducing collision risks.
For more information
Read more about the project and explore its activities and outcomes here .
Interested in developing a similar national strategy?
Contact the project lead, Ron Ghijssen: ron@andc.nl
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