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Insurance company to trial ‘fag-packet approach’ speed limit signs

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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.”

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  • Ben - 21/11/2017 05:58

    We don't need signs that aim to take your attention off the road! The whole purpose of a sign is to convey the information quickly without distraction and this doesn't do that.

  • Edward Handley - 25/11/2017 10:48

    Speed awareness courses are not, and never were, intended to be a deterrent! They are about education- improving knowledge and comprehension of the dangers of speeding, and the research shows they work far better than the deterrent of fines and points which does not work well at all! The new idea of fag packet type warning photographs on signs is an interesting one and it might even work. Let's give it a chance and see what happens.

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