Friday, 10 April 2015
Drive slow, win fast
Following on from my previous shedpost about carrots working better than sticks ...
Swedish advertising firm DDB Stockholm devised a contest for Volkswagen Sweden that invited fun ideas and solutions for social problems. The project was called The Fun Theory. Kevin Richardson, a San Francisco resident, conceived and submitted the camera lottery idea which went on to win the contest. The idea also won the Titanium award at Cannes International Festival of Creativity 2011.
The concept is to monitor speed-obeying motorists and reward them by entering their name in a lottery. The money for the lottery came from a portion of the money collected from fining the drivers who did not obey the speed limit. This concept was tested in practice in Stockholm, Sweden by the Swedish National Society for Road Safety in November 2010.
According to Volkswagen, during a three-day test, the average speed in a multi-lane street dropped from 32km per hour to 25km per hour.
Rewards motivate good behaviour ... and it needn't cost the taxpayer a penny.
It's a tax on bad drivers. Smiley face.