Project no. 412
Increasing Road Safety: Nudging Drivers to Comply
with the Speed Limit
K. M. Villsborg1, S. Dybdal2
1DTU Management, Technical University of Denmark
2DTU Compute, Technical University of Denmark
Each year 1.3 million people are killed on the world’s roads . Traffic accidents have an
estimated yearly cost of 22 billion Danish kroner in Denmark alone . This does not include
the decreased quality of life for the victims and their relatives. Speed is at the core of the
problem, since speed increases both crash risk and crash consequences . Therefore
solving the speeding problem will make for a safe and sustainable future.
WHY ARE PEOPLE SPEEDING
Speeding is still one of the most socially accepted deviating driving behaviors. This is partly
due to people not understanding the danger they put themselves and others in. In
other cases, people speed without being aware of it because they are just following the
stream of traffic or they are just not aware of their speed.
Current initiatives fall short since they are either geographical limited (e.g. speed bumps),
not intervening at the moment of speeding (e.g. TV spots), or appeals to the rational mind
even though many driving actions and behaviors are automatic (e.g. campaign messages).
The reward of not speeding is decreasing the risk of being involved in an accident and
eliminating the risk of being fined for speeding. This reward is both abstract and delayed,
which makes it inefficient of persuading drivers.
We have a number of concepts in the pipeline building on the Nudge principles, which
means making small - but significant - changes to the environment where one needs to
make a choice. Driving simulator experiments will be conducted to test the effects of the
concepts, and the most promising concepts will be presented at the Grøn Dyst pitch. All of
the concepts are situated in the car, which enables them to act whenever and wherever the
driver speeds. This way the driver can become more aware of them speeding, and the risks
they are running. All of the concepts build on existing, cheap technology that can be found in
most newer cars. They are therefore easy implementable and scalable worldwide. Our
vision is to make complying with the speed limit the most convenient option for drivers. This
will persuade more drivers, which in the end will make it socially unacceptable to speed.
 UN launches initiative to improve road safety worldwide - United Nations Sustainable
Development. (2018, April 12). Retrieved May 10, 2018, from https://www.un.org/
 Rigspolitiet - National Strategisk Analyse 2017
 Peden, M. (2004). World report on road traffic injury prevention. Geneva: World Health