How a call to action saves lives

In Kenya, you take your life in your hands when you travel between towns in a matatu – a small bus or minivan. They are notoriously driven fast and furiously, contributing to one of the highest road death rates in the world.

The Kenyan government tried a number of expensive options, including:

  • lowering speed limits
  • repairing damaged roads
  • encouraging the use of seat belts
  • installing speed bumps
  • cracking down on drunk-driving

Then two economists came up with an ingenious solution.

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