Drive slow, win fast

Friday, 10 April 2015

 

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.

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Comments

Craig Lewis
Craig Lewis says:

Our local road safety partnership runs a project called VF4, which is a Ford Focus that's designed to look like a typical modded car but is rigged out with a full audio visual rig and blackout curtains. It simulates what it's like to be in a car crash and often rocks up outside schools to tackle the problem of inexperienced young drivers causing so many accidents through reckless behaviour.

Many people seems to think that crashing a modern car is like landing on a bouncy castle. An airbag is an explosive device that's just designed to slightly reduce the impact of your brain hitting the front of your skull. Seatbelt auto-tensioners thump back with enough force to knock the wind out of you. The VF4 project attempts to knock those misconceptions on the head by putting people in a position where they can experience the horror of a collision without coming to harm.

Of course, most of the cars that young drivers buy are going to be cheaper, older and less safe by definition so even that doesn't go as far as it needs to. That only gets worse when they modify them in ways that damage the handling whether they realise or not.

April 21, 2015

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