Award-Winning Innovation in Road Safety

We’re thrilled to announce that A Nudge in the Right Direction: Enhancing Pedestrian Safety in Liverpool has won a Prince Michael International Road Safety Award. The project, funded by The Road Safety Trust, led by SoMoCo in collaboration with Agilysis Limited, Liverpool City Council, and Hull City Council, aimed to reduce Liverpool’s high pedestrian casualty rates using innovative behavioural science techniques.

By addressing inattentive blindness and a false sense of security on familiar crossing routes, the project introduced subtle visual cues that encouraged safer pedestrian behaviour. Testing at high-risk locations in Liverpool resulted in a remarkable 14% increase in the correct use of crossings – a simple yet transformative change that didn’t disrupt drivers.

Nicola Wass, CEO of SoMoCo, shared her excitement about the accolade: “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.”

Special thanks go to The Road Safety Trust for their support and to HRH Prince Michael of Kent for recognising the impact of this work. The awards, established in 1987, celebrate outstanding road safety initiatives worldwide, and this recognition demonstrates how behavioural science improves safety outcomes across the sector.