Issue link: http://www.e-digitaleditions.com/i/90487
GAME ON BY ELIZABETH HOGAN AND ANDREA MOHAMED Y 24 ou know you should drive the speed limit, right? It's the law. Yet every day in the United States, approximately 100,000 drivers are cited for speeding. The question of how to reduce speeding on city streets appealed to a San Francisco man who came up with a creative idea for how to change that behavior: the Speed Camera Lottery. Kevin Richardson entered his idea in The Fun Theory Campaign, sponsored by Volkswagen Sweden, which encourages individuals to submit innovative solutions to social challenges. In the Speed Camera Lottery, a cus- tom street sign is outfitted with cameras and speed sensors that broadcast the speed of approaching motorists. Cars traveling faster than the limit are photographed, cited, and assessed fines. Those proceeds go into a pot. But cameras also snap pictures of drivers who obey the speed limit. The law abiders automatically are entered into a lottery to receive some of the money from the speeders. As drivers approach the Speed Camera Lottery zone, they face a choice—keep the pedal to the metal and risk a citation, or slow down and potentially win some cash. November/December 2012 BizEd C.J. BURTON