Can drivers be scared into being more careful around pedestrians? A new scare tactic is in the works for the common WALK/DON'T WALK traffic light.
When drivers reach 30 mph, the WALKing man symbol transforms into a skeleton. The ad agency tasked with increasing safety by updating the signs says they were inspired by a statistic showing that mortality rates increase in auto/pedestrian accidents when the car is driving faster:
"Pedestrians struck by cars at 30 mph have an 80% chance of surviving the accident. A pedestrian struck by a car at 40 mph has a 70% chance of dying. When you are driving, that 10mph shift is subtle, but the effect it can have on a pedestrian is life or death," says Philip Stockton of Barbarian Group, the ad agency.
FULL STORY: Can This Creepy Graphic Keep Drivers From Killing Pedestrians?
Crunching the Safety Data Reveals the Need to Improve Traffic Lights
After completing an eight-year study of traffic collisions, the Seattle Department of Transportation realized that one way to immediately improve traffic safety would be to improve signalization an key intersections.
Slot-Based Design Could Eliminate Traffic Lights
An MIT study determined that traffic lights, and their inefficiencies, could be eliminated if all vehicles were equipped to regulate their speed and "batch" together as they approach intersections.
Sign Most Likely to Send Mixed Messages: "Share the Road"
For some reason, many drivers think "Share the Road" means bikers should stay out of their way.
Analysis: Cybertruck Fatality Rate Far Exceeds That of Ford Pinto
The Tesla Cybertruck was recalled seven times last year.
National Parks Layoffs Will Cause Communities to Lose Billions
Thousands of essential park workers were laid off this week, just before the busy spring break season.
Retro-silient?: America’s First “Eco-burb,” The Woodlands Turns 50
A master-planned community north of Houston offers lessons on green infrastructure and resilient design, but falls short of its founder’s lofty affordability and walkability goals.
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Analysis: Cybertruck Fatality Rate Far Exceeds That of Ford Pinto
The Tesla Cybertruck was recalled seven times last year.
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