• Final Mile

Nudging to Safety


A recent article in The Economist paints a rather grim picture of Road Safety. Fatalities due to road accidents could surpass HIV related deaths by 2030. Bulk of these fatalities happen in developing and underdeveloped nations.

BBC Future carried a story that features Final Mile’s work in using Behavioral Sciences to improve Road Safety. Human error is the overwhelming cause of accidents and fatalities. Nudging or Behavioral design interventions aimed at reducing driver errors is one effective way to deal with the human errors. There is an urgent need to go beyond plain awareness campaigns. Driving is a highly over-learned and non-conscious activity, one that is very complex involving many senses and skills. Interventions that impact at a non-conscious level, therefore are likely to make a better impact.

The story by BBC Future collates some of the interesting examples of such interventions. Read more here

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