Pressing for Change in Dutch city of Amsterdam: Transforming cyclists‘ behaviour through public social norms can increase road safety for all
What unsustainable behavior needs to change:
Amsterdam’s traffic landscape has undergone significant shifts, with increased activity and a notable rise in cyclists and pedestrians, paralleled by a decrease in car numbers.
However, the success in reducing cars has given rise to a new challenge: approximately 25% of Amsterdammers routinely ignore red lights, heightening the risk of accidents. Addressing this habit of disregarding red lights has become imperative to bolster road safety amidst the city’s evolving traffic dynamics.
The Green Nudge:
Commissioned by the municipality of Amsterdam, ANDC developed an intervention, known as the “gestopt-voor-rood-teller,” aimed at reducing the number of cyclists disregarding red lights at a crossroad.
The ‚gestopt-voor-rood-teller‘ was a visual display set up at a particular crossroad in Amsterdam. Cyclists were encouraged to engage by pushing a red button, which tallied the increasing number of cyclists waiting at the red light – visibly displayed on the screen. Additionally, a self-persuasion question, ‚you too?‘ encouraged cyclists to adhere to the newly established social norm.
The result: upon implementation of the intervention, the likelihood of cyclists stopping for the traffic light increased by 2.7 times. Even four months after the intervention’s removal, the effect remained twice as substantial.
Are you aware of any other nudges that promote zero-emissions rides? Feel free to get in touch: hello@green-nudges.com
From Merel Peters who is a project manager at ANDC – Behaviour meets Design. ANDC is a creative agency that develops interventions to influence behaviour in a positive way. Leveraging expertise in behaviour, technology, and design, they empower people to adopt healthier, safer, and more sustainable choices. Their primary focus lies in serving municipalities, provinces, water boards, and housing corporations.
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