We developed and installed a special device on Fiat taxicabs that gave free Wi-Fi to the passengers if they buckled up their seat belts. The communication targeted directly the backseat passengers of taxicabs generating an immediate response: they buckled up.
This simple idea managed to radically transform people’s behavior: 4,500 backseat passengers were directly impacted and 100% of them spontaneously buckled up their seatbelts. The idea also spread through the press, impacting more than half a million people.
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