Vision Zero SF: Speeding Behavior Change Campaign

Speeding is a major cause of traffic deaths in all cities (perhaps surprisingly, drunk driving no longer is). The Speeding Kills campaign is part of Vision Zero SF, aimed at eliminating all of the City’s traffic deaths. Education and law enforcement can work together to increase awareness of speeding and compliance with speed limits.

Research-based creative concepts and outreach strategies targeted drivers concerned about speeding—whether they were taking actions to reduce their speeds or not. One commute-hour radio spot (English and Spanish) addressed behavior change targets who need to be convinced that there is more they can do to reduce speeding and traffic-related fatalities. Another spot (English and Spanish) addressed targets who need to be convinced that there are negative consequences for speeding (e.g., tickets/fines). We also targeted auto owners, licensed drivers and all commuters with bus-back ads, digital banner ads and streaming music app ads, linked to a landing page with additional information about speeding.

At the same time, SFPD conducted 61 high-visibility law enforcement events, with digital sign boards set up as visible elements one block before enforcement locations. SFPD officers handed out cards with campaign messaging to those they pulled over for speeding. Surveys showed the public is more aware that speeding is an issue and of enforcement efforts. Those who were aware of the Safe Speeds campaign also had the highest degree of behavior change toward slower speeds.