The Fun Theory award, sponsored by Volkswagen, recognizes simple thoughts and ideas that are fun to exercise and eventually change people’s behavior for the better. This year’s winning idea was the Speed Camera Lottery submitted by Kevin Richardson, who believed that people would obey speed limits if there was a fun element involved.
The Speed Camera Lottery, in addition to photographing speed violators and issuing tickets, would also capture those vehicles that are driving within limits and enter them in a lottery to get a chance to win money from the revenue which was generated from speeding tickets. The idea was tested with great success over a 3 day period involving over 24,000 cars and resulted in an average vehicle speed reduction of 22% during the experiment.
The Speed Camera Lottery idea was also embraced by the Swedish National Society for Road Safety and has now been implemented in Stockholm.