Change the Driver Behaviour That Is Killing 40,000 Nigerians a Year

Over 40,000 Nigerians die in road crashes annually. FRSC enforcement campaigns reduce fatalities temporarily but the behavioural change does not persist. The dominant causes — excessive speed, drink driving, phone use while driving, overloaded vehicles — are all behavioural. The standard public health approaches (awareness campaigns, fines, points systems) have been tried with limited success. A different behaviour change design is needed. Your challenge is to design a road safety behaviour change programme for one of the four dominant causes above, targeting the driver population most responsible for fatalities in that category. Your approach must be evidence-based, draw on behavioural science research on the specific behaviour, be scalable to 1 million drivers, and produce measurable behaviour change rather than just awareness. Submit a programme design document (max 12 pages) including: the specific behaviour and driver category targeted, the behavioural science evidence base for your approach, the intervention design, how it is delivered at scale, how behaviour change is measured (not just self-report), and a plan to reach 1 million drivers in 12 months. Judging criteria: 40% behavioural science evidence base and intervention quality, 30% scale delivery design, 20% behaviour change measurement, 10% target behaviour and population selection.