So, to get overconfident and inattentive drivers to slow down at India’s more than 13,000 open railway crossings, Final Mile has installed speed-bumps that run diagonally, rather than perpendicular, to the road. The front wheels of a car cross the bump one after the other, rather than in unison, making the car swing from side to side. “They bring in unfamiliarity,” says Prasad, “motorists tend to slow down significantly and therefore pay more attention to an oncoming train.” On the Mumbai-Pune Expressway, these speed-breakers are also painted with thicker yellow lines, making them appear higher. This tricks the drivers, forcing them to reduce speed before approaching them.
Going the extra smile
Another tactic is to humanise signage. The black silhouettes on French and Canadian roads are one example, large posters in India showing shocking pictures of a man’s face in a crash are another. “This builds empathy,” says Prasad. “And instead of just saying ‘drive slowly', we show what happens if you drive fast,” he says.
On some UK roads the familiar “Children crossing” sign with outlines of running children has been replaced by black life-size silhouettes of children instead. It works even better if “the children featuring on the poster are saying ‘I live here,’ or ‘I want my daddy to come home safely',” says Pelle Guldborg Hansen, behavioural scientist at the University of Southern Denmark, and chairman of the Danish Nudging Network.
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