Last month we told you about how an
RSA Group brand
has taken to the gaming route to promote a telematics insurance product. Now it’s taking a more serious – quite drastic, even – approach, in an effort to get motorists to slow down, by showing them images of car crashes along with signs for road speed limits.
Think cigarette packaging but for road signs. That’s what insurer More Th>n wants to try out on British roads after a study it conducted showed it might just work to curb speeding.
Here are the numbers, as reported by
ITS International:
- 67% felt heightened awareness of speeding dangers when shown the ‘visual deterrent speed signs’.
- 56% found the images shocking, making them effective.
- 25% did not find mandatory speed awareness courses enough of a deterrent.
“We are hoping to trial this new idea on the basis of our survey results,” said a More Th>n spokesperson, as quoted by
Fleet News. “We are currently sharing our ideas with local police forces in hopes that we will get permission to commence trials.”
More than half of the 2,000 UK motorists surveyed believe such road signs would impact how they drive.
“While it may sound like a particularly radical idea to introduce visual deterrents alongside speed limit signs, our early research has shown that the adoption of a ‘cigarette-pack approach’ could be another way [to] tap into the human motivations that can promote good driving and prevent speeding,” noted RSA global connected insurance director Kenny Leitch.
The initiative is part of Road Safety Week 2017.
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Carole Nash reveals highest grossing speed cameras in Britain
New speeding fines: what you need to know
