Highway Death Toll Messages Cause More Crashes
Displaying the highway death toll on message boards is a common awareness campaign, but new research from the University of Toronto and University of Minnesota shows this tactic actually leads to more crashes.
A new study in Science by University of Toronto Assistant Professor Jonathan D. Hall and U of M Carlson School of Management Assistant Professor Joshua Madsen evaluated the effect of displaying crash death totals on highway message boards (e.g., "1669 deaths this year on Texas roads"). Versions of highway fatality messages have been displayed in at least 27 US states.
Their study focuses on Texas, where officials chose to display these messages only one week each month. The researchers compared crash data from before the campaign (Jan. 2010 -- July 2012) to after it started (Aug. 2012 -- Dec. 2017) as well as examined the weekly differences within each month during the campaign. They found: