Nudging to increase road safety RUBY VAN DER SANDE, BEHAVIORAL SCIENTIST @HEIJMANS
Behavioral scientist @Heijmans
Nudging?
Behavior? 95% of all road accidents is related to unsafe behavior
HOW CAN WE STOP PEOPLE FROM BEHAVING UNSAFE?
95%
Road users
Information processing
Dynamic nudge
Light
Dynamic road lighting
Effect •
ALMOST HALF OF THE FAST DRIVERS LOWERED THERE SPEED DRASTICALLY
Bikescout WARNS DRIVERS THAT A CYCLIST IS APPROACHING
Effect •
DECREASE OF ALMOST 2/3 IN TRAFFIC ACCIDENT
• •
RSANDE@HEIJMANS.NL STAND NUMBER: 01.364
Heijmans
HeijmansNV
Heijmansnl