Nudging Pedestrians to Use
Foot Overbridges (FoBs) at Junctions
Foot Overbridges (FoBs) at Junctions
Traffic accidents involving pedestrians have become a major problem across regions with high population density and rapid urbanization. To deal with the increasing number of pedestrian–vehicle conflict points, many foot-over-bridges (FoBs) have been constructed. However, instead of using the available FoBs, people jaywalking (crossing busy roads, ignoring running vehicles), is now a common phenomenon.
To make everyone use the bridge calls for a change in pedestrian behaviour.
In this project, we influence behaviour by studying and understanding the current behaviour patterns and then use social influence as a behaviour nudge. Using the junction opposite IIT Bombay’s main gate as the site for intervention and by means of a community spotfix event, an attempt is made to persuade pedestrians to not jaywalk, without being paternalistic or introducing rules and policies.
Goals & Scope
In this project, we look to influence pedestrian behaviour by nudging to increase use of FoBs.
This has been studied by interventions designed in and around the FoB opposite IIT Bombay’s main gate.
Key Question
Does social influence and community participation lead to increased participation and usage?
Current Situation
This is the scene outside the campus main gate at about 6:30 in the evening. It is a Sunday, so it is a particularly non-crowded day. Most of us have been through this. The junction has no assigned pedestrian crossing time, multiple arterial roads open up at the same time, and it is very chaotic.
What most of these people seem to have forgotten, or ignored, is the presence of a foot over bridge here. Just like a hundred other foot over bridges across the country, this bridge is hardly ever used, ...
... and rightly so. The entry ways are blocked and hard to access, and the bridge itself dark and dingy.
Understanding the 'Irrational Pedestrian'
Why when there is clear danger to life, and long waiting times at the signal do the pedestrians still not use the bridge?
via onsite inquiry:
- Why do you use/ not use the FoB?
- Why do you use/ not use the FoB?
- What would make you use it?
Causing Behavioural Change
Using BJ Fogg's Behavior Model (http://www.behaviormodel.org/) we understand that to make any behavioural change happen, we must have adequate motivation, ability and the correctly placed and timed triggers. Keeping this thought as a base, the current situation was analysed and steps were taken to make the scenario such that triggers would have maximum effect.
Depicting the change in motivation, ability and application of triggers on Fogg's model to affect behaviour change.
Step 1: Use social influence as a behavioural nudge (https://en.wikipedia.org/wiki/Nudge_theory) to move beyond the action line. This was done via a community volunteering event to clean up the bridge.
Step 2: Add rightly placed and timed triggers. This was done via posters, signages in additional to the visually appealing stairways.
Overview of the timeline.
Step 1: Making the Event Happen!
Reaching the stakeholders
- website
- posters
- social media
- email
Involving all stakeholders
- BMC
- ideation & donations from residents
- engaging sub-communities
The animation video made as part of the awareness-cum-community ownership campaign at IIT Bombay.
Managing the event
The event was covered by multiple media bodies (online & offline) adding to the buzz, which aids reach and builds up peer pressure and social influence.
Step 2: Add Triggers
Posters, signages, painted roads, glow in the dark footsteps, LED rotators on the steps
Evaluation
Qualitative Analysis using google forms
Quantitative Analysis
A base dataset was measure before the spot-fix event. The event was followed by weekly data collection to allow trend analysis, and to observe if the event had any measurable impact on human behaviour.
Visible improvement in the numbers for the target audience (the crowd moving out of the campus after working hours i.e. during 5:15pm - 6:30pm time-slot (peak hours)). [the blue line on the right graph]
The numbers from the evaluation conducted suggest initial positive response. The numbers however sharply decline with time towards the pre-intervention state. This implies that there ought to be prolonged intervention, and continued feedback for social interventions to successfully create impactful peer pressure and hence observable behaviour change.
