More Nudging: Road Casualties

There is a well-travelled road (for me at least) between Bicester and Buckingham in England. At a certain point on the road there is a sign that says: “XX casualties on the A4211 to Milton Keynes in the last 3 years”. The XX is regularly updated. At a roundabout near the Bletchley Ikea (on the same road) there is also a sign saying how many people died on the roundabout over the last 3 years.

In South Africa, accident blackspots are clearly labelled:

I prefer the more specific labels in the UK giving the actual number of deaths on a road – it somehow makes the risks more real – but both are examples of nudging that Richard Thaler could be proud of.