Nudging to prevent drunken driving and accidents

Navi Mumbai Police has come out with a superb nudge to prevent drunken driving and accidents (Thanks to Niranjan for the pointer).

It has put up a highly damaged car for display with the board saying “Speed Thrills but Kills”:

Two wrecked vehicles loaded on the back of a truck formed an ugly roadside exhibit, but served as a graphic – and unsettling – reminder of what can happen when one swills and steers. The Navi Mumbai police, alarmed by the number of road fatalities, displayed a smashed-up car and a damaged bike at various spots to make people aware of the dangers of drunken driving.

The unusual move — cops generally display posters and banners on road safety — yielded encouraging results, as a number of passers-by stopped and enquired about the incidents that reduced the vehicles, especially the car, to mangled pieces of metal.

“Did anyone come out alive of this car?” asked many onlookers.

Hmmm..

This idea will be taken to several place in Navi Mumbai for spreading the message:

“In 2011, 298 motorists died in accidents; it’s a disturbing number. We realised that we needed to come up with a different approach to dissuade citizens from drinking and driving,” Inspector Nitin Gite, who is in charge of the APMC traffic police unit in Navi Mumbai.

He added that instead of using pictures and videos, senior officers had decided to display mangled vehicles at popular spots. On Sunday, the truck with the badly damaged car and bike was parked near Inorbit mall in Vashi. A number of shoppers took a look at the two exhibits, imagining and discussing the terrifying moments of the crashes.“This is great way to discourage motorists from driving under the influence. The condition of the car conveys a strong message,” said BPO employee Suhel Pandit, who lives in Vashi. 


The wrecked car will be taken to several other places in Navi Mumbai this week to create awareness among motorists. On December 11, it was driven by 21-year-old Rakesh Chavan. Three of his friends — Nilesh Bhatt (21), Sunny Sharma (20) and Karandeep Singh (18) — were his co-passengers.

As I live in this area, really happy to see Navi Mumbai Police using the idea. Did they read the book nudge?

Much like the way Central Railways used the nudge ideas to prevent people from crossing rail tracks which showed some great success..

Would be interesting to see results of this exercise. Meanwhile Navi Mumbai could also look at TN’s road safety system for lessons.

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