In order to get people to drive slower, this creative New Zealand advertisement focused on social norms rather than trying to highlight the monetary punishment that comes with speeding.
Studies have shown that a speed reader which reminds drivers how fast they are going with either a frown or a smiley face is much more effective than expensive cameras which capture license plates and then send tickets in the mail. This is because when try to motivate and reinforce people with monetary measures, market norms take over, and people perform a cost benefit analysis.
For example, in order to try curb carbon emissions, China introduced carbon credits which charged companies money based on how much they polluted (if they polluted less they could sell their credits, and if they polluted more they needed to buy more). The result of introducing money to this problem was that after a cost benefit analysis many companies found it was cheaper to pollute more and buy credits instead of becoming more sustainable.
When we look at speeding tickets, money is often the most expensive and least effective way to motivate people. New Zealand does a great job in this advertisement, by staying about from money and reminding the consumer that when they speed it doesn't just affect them, but it also effects everyone around them. They also did a really good job with how they framed the ad because instead of saying it was the fault of the person speeding (could cause people to become defensive, "self serving bias"), they phrased it as everyone makes mistakes. By staying away form market norms and focusing on social pressure this advertisement was much more effective at sending their message to slow down.
How you feel after watching the ad --> http://i.imgur.com/Ltwew26.gif
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