After Exhausting All Options, This Road Safety Campaign Taps Into People’s Money Fears

'We've tried everything,' a Belgian organization admits as it teams up with a famous economist

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For decades, road safety campaigns around the world have employed a wide range of techniques to persuade people to be more conscious drivers. They’ve pulled at the heartstrings, instilled fear and used shock tactics.

But speeding remains an issue in many countries, including Belgium, where it is the leading cause of car crashes. One-third of drivers admitted to driving faster than the speed limit at least once a month, according to a 2020 study from road traffic institute Vias. So Belgium’s road safety organization AWSR knew it would need to try a different approach to combat this persisting problem.

AWSR’s

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