“A Nudge in the Right Direction” wins Prince Michael International Road Safety Award

We’re thrilled to share that A Nudge in the Right Direction, created in partnership with So-Mo, Agilysis, Liverpool City Council and Hull City Council, has received the prestigious Prince Michael International Road Safety Award.

Funded by The Road Safety Trust, the project was recognised for its innovative, evidence-based approach to improving pedestrian safety through behavioural insight and design. The award celebrates outstanding contributions to road safety worldwide – and this recognition highlights the positive, measurable change achieved through collaboration and creativity.

Working with So-Mo, we helped shape the campaign’s visual identity and environmental design – using colour, tone and placement to deliver subtle prompts that encouraged safer crossing behaviour without relying on enforcement or fear. The trial in Liverpool saw a 14% increase in correct crossing use, proving that design can influence everyday decision-making in meaningful ways.

We’re proud to have played a part in this award-winning project – one that shows how empathy, research and design can combine to make streets safer for everyone.

We'll link to the case study soon.