The Walking Dead

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.
May 23, 2011, 8am PDT | Tim Halbur
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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.

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Published on Sunday, May 22, 2011 in Fast Company
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