Poor decisions on the road are the result of momentary lapses in judgment.

Our rational, responsible selves take a backseat to the irrational person racing to a meeting, or overtaking a frustratingly slow driver.

This idea disrupts behaviour at this critical moment.

The Volkswagen Reduce Speed Dial is a replacement panel for the speedo in Volkswagens. It follows all of the clarity and safety restrictions of a standard speedo, but the dial is personally hand written by a loved one.

This simple, personal mnemonic reminds drivers what they have to live for at the exact moment they consider speeding.

Inserted into select Volkswagen families Golfs, we monitored their driving habits before and after, to understand if we could in fact, engineer safer drivers.

Turns out, we can.