How do you get drivers to wake up to the fact that they need to kill their speed before they kill a child? Simple. Make them feel like they have.
This hard line tactic is being road tested (literally) in Canada during the busy back-to-school season.
A 3D trompe l'oeil has been placed in the middle of the road in Vancouver between two major primary schools. Although appearing as an undistinguishable mark in the road from a distance, it will appear as an image of a young girl chasing a ball as a vehicle gets closer.
Those driving within the speed limit will be able to stop. Those who aren’t…well, you get the picture.
The display will apparently cost $15,000 to run. Which seems high bearing in mind its only up for a week.
There’s also a risk that drivers could cause other accidents by swerving. However, the groups behind the project say this level of direct advertising is a necessary evil. “The static messaging that we do becomes part of the landscape and it’s on the periphery, ”said Brent Dozzi, manager of roads and transportation.