Do behavioural interventions to reduce speed behaviour in car drivers matter?

Road Safety Matters

As part of our initial work plan, BR-UK is undertaking a number of different research projects which aim to inform our aim to ensure that both organisations and communities have access to the expertise needed to design and implement evidence-based programs that drive meaningful behaviour change to tackle societal challenges. These challenges include a range of issues such as those linked to health & wellbeing, the economy, environment and transport issues.  This latter subject is being studied as part of our demonstration project entitled “Behavioural interventions to reduce speed behaviour in car drivers”.  

High vehicle speed is one of the most important factors linked to death and disability, higher carbon emissions, worse air quality, and traffic flow breakdown. It is a behaviour that, much of the time, is under the control of the driver and is amenable to intervention (e.g. speed camera enforcement).  

Speed limits are a crucial part of road safety strategies that aim to protect all road users including pedestrians and cyclists.  Most of us understand that when a vehicle is travelling at speed, it takes longer to slow down to a complete stop safely and the driver has less time to respond to unexpected situations. Lower speeds can reduce fuel consumption and emissions therefore helping to protect our environment and, in the scenario of a crash occurring, lower speeds reduce the severity of injury to those involved.  

Despite these facts, many drivers still opt to speed with varying frequency depending on the circumstances they find themselves in.  Some may nudge the speedometer just a few miles per hour over the limit on the school run as a “one-off” in their mind if they are late. Others may nudge right on past the 70mph speed limit on the motorway whilst distracted interacting with others in the car and form a habit to do this on every motorway journey.  

Unfortunately, both of the above scenarios can lead to an accident happening. So how can we use behavioural research to reduce the number of times people opt to speed? 

Where does behavioural research fit? 

Behavioural research can provide valuable insights to inform policies, educational campaigns, and enforcement strategies to reduce speeding and improve road safety. It does this by examining driver’s attitudes and beliefs such as how they perceive the risks and assess the benefits associated with speeding.  Behavioural research can also help us understanding how peer pressure and societal norms affect drivers. By developing an understanding of these factors (and others), it is possible to develop interventions to change speeding behaviour and reduce the likelihood of it occurring.  

How is BR-UK addressing the issue?