Slower Is Better Roadside Speed Campaign Misses on Motivation

This recent anti-speeding campaign from the Elm Grove Police Department fails to understand the key people whose behavior it's meant to change: males between 16 and 25.

To them, a digital readout sign is a video game. Can they set the high score?

In this case, the high score is the number of days in a hospital bed, the chance of a crash or the bill for an accident they cause.

All these number increase with increased speed. A young driver passing by one of these signs and getting instant feedback has been trained to try to set the high score.

Their instinct is to hit the gas peddle, to boost their score.

Exactly the opposite effect these signs intend to create.


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