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UK’s first nudge-behaviour trial for a new style of potentially life-saving pedestrian crossings, has been launched in Liverpool.
Liverpool has been chosen to host the experiment, along with Hull, as it has one of the highest rates of adult deaths or serious injuries (KSIs) for pedestrian collisions in the UK Metropolitan Boroughs – at 99 per 100,000 people.
The trials also form part of a wider strategy devised by the council and road safety partners to help bring down that number, which has been steadily falling since 2012.
he innovative designs have been created by So-Mo, a behavioural science company based in the North West, following an in-depth insight study into pedestrian behaviour in the urban environment. The designs were brought to life in collaboration with Liverpool based designers Smiling Wolf and were developed in consultation with disability groups.
The trials are supported by the UK Road Safety Trust, with additional funding from Merseyside Road Safety Partnership.
