Roads4All is an EU funded project that aims to transform traffic safety culture through a holistic, multi-level approach targeting individuals, organisations, and institutions launched its activities in a kick-off meeting on 9 & 10 July 2025 hosted by the project coordinator Q-PLAN in Thessaloniki, Greece.
ICCS represented by ISENSE Group is participating in most work packages and leads WP1- Deepening our common understanding on Traffic Safety Cultures based on knowledge elicitation and T2.4- Development of tools: Machine Learning tools and Roads4All Decision Support Toolkit.
Our team was represented by the project managers, Lazaros Giannikos and Konstantinos Fokeas.
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 culturesensitive 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 evidence-based 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.
Roads4All is implemented by a well-balanced and multi-disciplinary consortium comprising 14 complementary partners from 8 different European countries. The consortium can be grouped into 4 main groups, along the quadruple helix framework (academia, government, industry, and society): (i) Higher education and research institutions (TUT, TUD, UNIMORE, ICCS, AUC, UNS FTS, ISINNOVA) actively researching the fields intertwined with the multi-disciplinary concept of traffic safety culture, holding deep expertise in behavioural, technological, and social research; (ii) Public authorities and road safety agencies (RCM, RTSA) with key traffic safety responsibilities and work across different sectors and levels towards safer roads; (iii) Business, innovation and policy advisors (WR, Q-PLAN, DISSCO, APRE) engaging with road users and stakeholders (companies, authorities, citizens, etc.) to help design, apply, raise awareness and build capacity for traffic safety interventions; as well as (iv) International Road Safety NGOs (IRF), bringing perspectives from and our results to people, businesses and organisations worldwide.
