Drivers think accidents only ever happen to other people. To those who take risks or to ‘worse drivers’ than themselves. And, in urban areas, they see distractions as a bigger hazard than speed. Yet speed is still one of the main causes of accidents.
The bold idea
We got drivers to re-frame the way they thought about their behaviour on urban roads by reminding them how fragile we all are.
We can do this for you too
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