Earlier this year, Volkswagen in cooperation with one of the world leading advertising agencies DDB Stockholm named  the winner of the Fun Theory Contest initiated by VW.  A US citizen Kevin Richardsson that came up with the idea of  «Speed Camera Lottery» was selected an author of the best suggestion. His idea uses the speeding cameras at intersections to track down the speeders that will be fined and rewards those who obey the speed limit with the money paid by the speeders.

Richardsson’s idea was put into practice by VW and The Swedish National Society for Road Safety.  The cameras were installed at major crossroads in Stockholm. So, instead of just punishing people, which is a standard practice used on the roads worldwide to reduce speed limit violation, theFunTheory.com suggested an encouraging action — rewarding good drivers who obey the limit.

In course of a 3-day experiment, 24857 cars drove through the camera. Just after the first day, the average speed was reduced by 22% — from the previous 32 km/h to 25 km/h.

The Fun Theory is an initiative of Volkswagen that is based on the idea that using fun and encouraging measures, not the punishing ones  is the best way to change human behavior and life for the better. «Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better», the campaign organizers wrote in their mission statetment».