More Than (MORE TH>N) is hoping to trial ‘fag-packet’ style images of car crashes on UK speed limit signs in a bid to deter speeding.
The safety initiative was launched by the company to mark this year’s Road Safety Week, and in response to a survey of 2,000 UK motorists on speeding.
Surprisingly, 62% of those surveyed admit they regularly ignore speed limit signs, with 25% also contesting that the threat a speed awareness course isn’t a big enough deterrent, according to a new study from More Than.
The new concepts of visual deterrent speed signs were tested with the motorists and 58% felt the new signs would have a real impact on their driving.
The company now wishes to trial the “radical new idea” on UK roads, and is hoping to get support from UK police forces.
A spokesperson for More Than confirmed: “We are hoping to trial this new idea on the basis of our survey results. We are currently sharing our ideas with local police forces in hopes that we will get permission to commence trials. We cannot as of yet confirm a date.”
More Than’s global connected insurance director Kenny Leitch said: “While it may sound like a particularly radical idea to introduce visual deterrents alongside speed limit signs, our early research has shown that the adoption of a ‘cigarette-pack approach’ could be another way tap into the human motivations that can promote good driving and prevent speeding.”