Volkswagen has found an innovative way to get parents to slow down when driving -- doctoring the cars' speed dials with drawings done by their kids. In an experiment done with four New Zealand families, agency Colenso BBDO created a replacement panel for the speed dial in four Volkswagen Golfs. They followed all of the clarity and safety restrictions of a standard dial, but the dial itself was personally handwritten by a loved one.
In the film of the experiment seen here, directed by Luke Bouchier of Finch, we see the parents' reactions to the newly-installed speed dials, and how they were prompted to slow down by thinking of their families at the moment their speed crept up.
According to VW, all of the families reduced their speed; one family had no recorded speed infringements after the installation of the personalized speed dial and another family reduced their top speed by 19 km per hour.