Kaiser S., Jost G., Machata K., Van den Berghe W., Meesmann U., Nævestad T.O., Yannis G., Nikolaou D., Wallén Warner H., Carson, J., “TRUST – growing a positive Traffic Safety Culture in the EU”, Proceedings of the Transport Research Arena TRA 2026 Conference, Budapest, 18-21 May 2026.

After years of remarkable road safety improvements across Europe, progress has recently stalled. A systematic change is needed to reach the EU vi-sion of zero road deaths and serious injuries by 2050. And this change will need to be a cultural one. This paper explains how a consortium of 13 European expert organisations, sup-ported by a worldwide network of contributors and advisors, will use an EU-funded project, TRUST, to explore the options for improving Traffic Safety Cul-ture (TSC) in Europe. The project addresses both road users and people shaping the traffic system through their work. Measures for improving TSC developed within the project will be evaluated in seven pilots, working with municipalities, businesses and schools. Tools, benchmarking facilities and guidance developed through the project will be accessible through the TRUST platform.
The project will draw insights from aviation, rail and maritime transport and other industries, such as nuclear and public health.
Started in May 2025, TRUST receives funding from the Horizon Europe pro-gramme.