Liverpool City Council

Pedestrians2019

23 Jun

Written By Lynne Dickens

A nudge in the right direction - using insights from behavioural science to improve pedestrian crossing design

Amount awarded

£205,036

Completed

2024

Making roads safer for…

Pedestrians

Project summary

This innovative project intended to reduce the number of pedestrians who are killed and injured on the roads every year and complements the council’s road safety strategy that was launched in March 2020.

The project was delivered in partnership with Hull City Council, their respective Road Safety Partnerships, leading behavioural science company SoMoCo and data analysis company Agilysis.

Liverpool and Hull have some of the highest rates of adult residents injured as pedestrians in the UK – Liverpool at 48 resident pedestrian casualties per 100,000 people and Hull at 36 resident pedestrian casualties per 100,000 each year.

The councils trialled two experimental pedestrian crossings. An observational study tested if the new elements effectively ‘nudge’ pedestrians to walk to a crossing located near to them and then encourages them to then use the crossing correctly.

View final project report →

SoMoCo and Agilysis have also produced a companion piece to reflect on the project and share five key lessons that will help anyone trying to understand and solve problems occurring in real world environments.

View the companion piece →

North West

Lynne Dickens

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

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All the guys in our team have worked for one-man bands, SMEs and large blue-chip multinationals in just about every sector, field and industry. We can come up with great ideas, superb design and copy, and exceptional photography for anything from websites to email campaigns, branding to brochures – and everything in between.

And the beauty of Spot On Creative is that we’re big in creativity, experience and knowledge, but small in overheads and invoices. So we’re a much more sensible and affordable option for you than a larger advertising agency or marketing company.