MAKING OUR ROADS SAFER - THE 2017 NUDGE AWARDS: NUDGE FOR GOOD
The Behavioural Insights Team (BIT) partnered with West Midlands Police (WMP) to try to make our roads safer and reduce costs to the Police and wider criminal justice system, whose budgets are already under strain, resources can be focussed on other important areas.
Criminology studies show reoffending to be extremely difficult to shift. Despite this, due to budget limitations, we had no money to invest in a new intervention, so we needed to come up with a costless adaptation to an existing process.
We designed an intervention and tested it scientifically, using a randomised controlled trial (RCT). The intervention targeted 15,346 drivers of vehicles caught speeding. The objectives were to increase compliance with speeding sanctions (and thus reduce the number of drivers being prosecuted); and to reduce speeding reoffending.
Our solution adapted the way the Police communicated with drivers who had been caught speeding, namely a letter known as the Notice of Intended Prosecution (NIP).
Following the principles of our EAST framework, we made it easier for drivers to understand the NIP by simplifying its visual format and re-designing the call to action.
The previous content of the NIP focussed on compliance with the sanction and the risks of noncompliance, but it didn’t explain to drivers why they shouldn’t speed. We addressed this with a leaflet that explained why speeding limits existed where they did and reminded drivers of the potential consequences of breaking them.
Our impact evaluation used a clustered RCT design, grouping drivers by week and assigning one week to treatment and the next to control over several months.
The intervention reduced the likelihood of reoffending by 20 percent within 6 months of an individual’s offence (in the West Midlands alone). If we could observe subsequent speeding offences outside the West Midlands, we estimate the effect would increase.
It also increased the likelihood of the penalty notices being paid by 13.7 per cent, and crucially reduced the likelihood of prosecution by 41.3 per cent (see graphs). Those receiving the new penalty notices also paid their fines 20 per cent faster.
Using Police and Home Office data, we estimated the intervention will save the criminal justice system £1.5m per year in the West Midlands alone which could read across to £25m in England and Wales. We are incredibly excited about these results and are replicating the trial with a different force. More broadly, we think this approach – treating offenders in a more adult way by explaining the rationale behind laws – can be a useful tool for law enforcement.