City Jam: Road safety for a new generation


Youth TV channel Jim hopes its new tablet-based game can have an impact on road safety among its young viewers

Learning made fun

Youth TV channel Jim has kicked off a campaign promoting road safety among young people, with an online game based on mobility and traffic safety in urban areas.

City Jam is a location-based game using tablet computers with music as the central theme. Participants play members of a band who make it to the top by completing tasks related to road safety in Antwerp, Bruges, Ghent, Hasselt or Leuven.

Jim VJ Sean Dhondt takes on the role of music manager in the game, guiding the band to popularity and success. “With City Jam, we’re demonstrating the importance of road safety to young people, but in a very entertaining way,” he says. “We don’t want to come across as pedantic, but the message has to be clear: Road safety is very important, and they are the new road users.”

Fellow VJ Erika Van Tielen plays a police officer. She keeps an eye on the players as road users and helps them make better choices. “I think City Jam is the ideal way to reach young people,” she says. “It’s a fun game, but it also makes them alert about the dangers of traffic.”

Priority group

The game’s target audience is students between 15 and 18, who can play with classmates in teams of two to four. 

City Jam is the ideal way to reach young people

- Jim VJ Erika Van Tielen

Official figures from 2012 show that teenagers and young adults are vulnerable road users. For example, 16- to 24-year-olds make up 11% of the Belgian population but represent 24% of injuries and 19% of fatalities caused by traffic accidents. Traffic is also the leading cause of death among youth aged 15 to 24.

Flemish mobility minister Hilde Crevits backs the campaign, which was created with iMinds, the Flemish independent research institute that stimulates ICT innovation. 

“Safer traffic is one of the priorities of Flemish mobility policy,” Crevits says. “Education and awareness are essential for a successful road safety policy. Young people in secondary education are our priority group. What better way to get their attention than with a sharp-looking game? Young people learn how to behave in certain traffic situations while having fun.”

Youth TV channel Jim has kicked off a campaign promoting road safety with an online game

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Traffic in Flanders

Thousands of commuters and foreigners pass through Brussels and Flanders each day, and the two regions have suffered from heavily congested traffic and long and frequent traffic jams for years – with no end seemingly in sight.
Record - According to the 2013 report from traffic information platform Inrix, Brussels and Antwerp have the most traffic congestion of any city in Europe and North America.
Calendar - October is the worst month of the year for traffic jams.
Causes - Year after year, heavy snowfall and railway strikes lead to monster traffic jams. Heavy congestion, infrastructure works and multi-lane accidents cause the more ordinary daily tailbacks.
1 285

largest area covered in traffic ever recorded in Belgium in kilometres


time Antwerp drivers spend in gridlock per year in hours

10 000

traffic diversions in Flanders per year