A behavioural change project, which set out to improve pedestrian safety in Liverpool, has been honoured with a Prince Michael International Road Safety Award.
Funded by The Road Safety Trust, ‘A Nudge in the Right Direction: Enhancing Pedestrian Safety in Liverpool’ was led by SoMoCo in collaboration with Agilysis, Liverpool City Council and Hull City Council.
Its aim was to tackle Liverpool’s alarming pedestrian safety statistics – Liverpool had the second-highest adult pedestrian casualty rate in the UK.
By identifying inattentive blindness and a false sense of security on familiar routes as key risk factors, SoMoCo developed subtle visual cues and nudges to encourage safer crossing behaviour.
These interventions, tested on a high-risk high street in Liverpool, achieved a remarkable 14% increase in correct crossing use, without negatively impacting driver behaviour.
Nicola Wass, CEO of SoMoCo, said: “We are deeply honoured to receive this prestigious award, which stands as a testament to the dedication and hard work of everyone involved. It’s inspiring to see applied behavioural science recognised as a transformative tool for creating safer environments.
“We hope this project not only raises awareness of its value but also inspires wider adoption of its principles, helping to create safer roads for all. I’d also like to thank the Road Safety Trust for investing in this work, putting their trust in the process, and for their continued support.”
His Royal Highness Prince Michael of Kent, presenting the award, said: “I am impressed by the innovative nature of the crossing and interested to hear how this will benefit other parts of the UK.”
Established by HRH Prince Michael of Kent in 1987, the annual awards celebrate the world’s ‘most outstanding road safety initiatives’, recognising achievements across the five pillars of the Global Plan for a Decade of Action: road safety management, safer roads, safer vehicles, safer road users, and post-crash response.
Ruth Purdie OBE, chief executive of The Road Safety Trust, said: “We were thrilled to see SoMoCo’s outstanding work receive the recognition it deserves at the Prince Michael International Road Safety Awards. This project exemplifies the kind of impactful, evidence-based innovation we strive to support through our grant funding.
“It was a privilege to attend the awards luncheon yesterday, where HRH Prince Michael honoured so many deserving winners who are making a real difference to road safety both in the UK and worldwide.”
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