With primary schools across the region preparing to reopen after the six-week summer holiday, local authorities are launching a dedicated road safety campaign to alert drivers to the sudden increase in young cyclists and pedestrians.
Statistics show that traffic accidents involving children spike in the months immediately following the summer break, as students readjust to busy morning commutes and drivers adapt to crowded streets near school zones.
Visual cues to reduce driving speeds
The annual campaign, organized under the banner “Wij gaan weer naar school” (We are going back to school), deploys banners, posters, and billboards along major residential routes and near school gates to encourage cautious driving.
For primary schools, the campaign relies heavily on recognizable illustrations by Dick Bruna, the creator of Miffy.
Scientific studies have shown that drivers instinctively slow down when encountering these simple drawings, as the artwork triggers an immediate subconscious association with young children.
Broader efforts across secondary education
A parallel initiative is also being rolled out for secondary schools to address the traffic safety challenges faced by older students, who often cycle longer distances across busy urban intersections.
Municipalities and individual primary institutions are installing beach flags and street signage to maximize visibility throughout the first few weeks of term.
Drivers and parents alike are being urged to exercise extra patience and caution during morning and afternoon drop-off times to help lower casualty rates across the city.
