One Way to Vision Zero: Reward Good Behavior

A simple, innovative idea behind Seattle's Vision Zero initiative: good driving behavior should generate more positive outcomes.

1 minute read

June 23, 2015, 2:00 PM PDT

By James Brasuell @CasualBrasuell

"For a few days last week, Seattle DOT staffers joined with police officers and local street-safety advocates to hand out $5 Starbucks gift cards at several different locations, including an elementary school, a busy bridge crossing, and a protected bike lane downtown," reports Sarah Goodyear.

State grants for pedestrian and bicyclist safety funded the giveaways, which are one piece of Seattle's Vision Zero initiative to eliminate traffic fatalities in the city by 2030.

As far as anyone at Seattle DOT knows, the reward program is the only of its kind in the country—although more and more cities are setting Vision Zero goals. Goodyear reports that the rewards received positive feedback:, which is one of the program's primary goals. "The hope is that all of those people will now have a positive association with driving, walking, and biking safely at school drop-off and beyond," writes Goodyear.

FULL STORY: Seattle to Law-Abiding Drivers: Here's a Gift Card

Monday, June 22, 2015 in CityLab

Transportation Washington Seattle Seattle Department of Transportation Vision Zero Incentives View More

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I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

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