Co-creating safer Living Roads for all through a holistic, multi-level participatory approach to cultural transformation

Roads4All orchestrates a transformative shift in traffic safety culture across Europe through a holistic, multi-level approach targeting individual, organisational, and institutional levels. Conceptualising Living Roads, we co-design, implement and evaluate a comprehensive and tailored set of real-world, theory-informed, context-specific, and culture-sensitive road safety interventions in 5 diverse settings. Our approach centres on continuous engagement with all key stakeholders, ranging from school communities and road users to enterprises and authorities, establishing continuous consultation, collaboration, and feedback. Drawing on evidencebased tools we develop, such as the Roads4All model, framework and decision support toolkit, our interventions leverage both theoretical and empirical insights. We drive change to influence attitudes and promote safe behaviours by innovating with open schooling and Cultural & Creative Arts and experimenting with advanced technologies. We educate, increase awareness building readiness for change, cultivate empathy and co-existence on road, and recommend safe organisational practices. Ultimately, we create guidelines, a roadmap for change and suggest policies towards institutionalisation of traffic safety culture. By integrating strategy and practice, we seek to develop essential values and norms that support a robust traffic safety culture. With a special emphasis on youth, we aim to address high-risk groups and promote long-term behavioural change. Our diverse consortium, consisting of 14 partners from 8 countries, and our consultation structures at national, EU and international levels, bring together a wide range of expertise across EU and beyond, ensuring the replication and sustainability of Roads4All results in various cultural and contextual settings, and paving the way for a traffic cultural transformation that is aligned with targets for climate, health, and more.