Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.
We have a young boy. During his time in school he will get information about traffic as a pedestrian and public transport user and is taught the basis traffic rules. If he knows these, he will behave accordingly. This means he will point out towards his family the traffic mistakes they make and can help his parents in improving their living neighborhood during a local project (step 2). When he turns 18 and takes his driving lessons, he will be taught the traffic rules and behavior consequences. Becoming a motorized traffic participant, he knows what action will have what consequence. He alone will not change the problem, but besides him, there are countless boys and girls who get the same information and adapt their behavior.
Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.
In European countries these methods of information distribution, citizen participation and increasing the risk of being caught in a traffic offense has led to better living neighborhoods, safer traffic and better traffic flow, which resulted in a better economic situation of the city itself.
What is learned on a young age is difficult to forget on an older age, so starting at the youth and new traffic participants, the traffic behavior will changes and traffic becomes safer and traffic flow improves. In the meantime raising the change of being caught, older traffic participants are forced to change their behavior. These two changes together will result in a more smooth traffic flow. The final step will be adapting the infrastructure itself. If you do this step at the starting moment, anarchy will rule and people will disobey the official rules and chaos will dominate the street scene.
Spread Strategies: Moving forward, what are the main strategies for scaling impact?
The spreading strategy used, is the diffusion of innovations according to Rogers, Ohio State University, 1962. According to this theory there are innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (13,5%). This means that the change has to start at those groups who are open for/willing to change (the young people). This new trend will spread towards early adopters in the same city and slowly in other cities, which means that the majority will take over the new traffic behavior within the next 5 to 10 years. 2.5% of people will never innovate.