This clever road sign in Austin will compliment you only if you’re a good driver
Research has found that at least one kind of negative messaging on roadway signage can actually increase crashes . One insurance company is taking the opposite approach with a new activation. New York City-based Lemonade created “The Slow Sign,” a digital sign that compliments drivers for following the speed limit . Made with the creative agency Cash Studio, the insurance company set up a pink,…
In Austin, Lemonade, a New York City-based insurance company, has launched a unique digital sign called "The Slow Sign." This innovative sign is designed to encourage good driving habits by complimenting motorists who adhere to the speed limit. The sign, created in collaboration with the creative agency Cash Studio, uses a radar speed sign and a message board to provide personalized feedback to drivers.
The sign operates by monitoring the speed of passing motorists. When drivers exceed the speed limit, the radar sign displays their speed, acting as a gentle reminder to slow down. However, when drivers follow the speed limit, the message board comes to life, displaying a personalized message. These messages range from "Obsessed With Your Safe Driving" to "You Understood The Assignment," all aimed at reinforcing positive driving behavior.
The inspiration behind this campaign was the need for safe driving in Texas, a state known for its high number of car crashes and speeding tickets. According to Ivan Cash, the founder of Cash Studios, Texas leads in issues related to speeding, yet surprisingly, only 10% of drivers adhere to the speed limit.
While research has shown that some digital signage can have a negative impact on driving behavior, this campaign takes the opposite approach. The Federal Highway Administration found that speed limit signs typically reduce driving speed by about seven miles per hour. However, other electronic messages have not always yielded positive results. In a study conducted in Texas, displays indicating the number of local road fatalities on electronic signage actually increased crashes by 1.52% within a three-mile radius.
Interestingly, a similar approach was tested in Finland, but using symbols instead of words. Motorists who drove at or below the speed limit were shown a green smiley face, while those who exceeded the limit by 10 kilometers per hour were shown a red frown face. This method resulted in a statistically significant reduction in speeding, and the positive effect persisted even after the signs were removed. These findings suggest that a carrot, rather than a stick, can be an effective tool in promoting better driving behavior.
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