Carrots and Sticks for Safer Streets
Traffic on Fort Road on a Sunday evening.
First let’s talk about the problem:
When it comes to traffic safety, we’ve built a system that’s heavy on sticks; tickets, fines, enforcement, built infrastructure that forces drivers to slow down – sometimes uncomfortably so – but sometimes that infrastructure isn’t effective. Sometimes it can cause other unintended consequences.
A lot of “sticks.”
But all necessary tools. So what if we tried adding a few carrots to the mix?
Other cities have tested this “carrot” idea.
Sweden once ran a “speed camera lottery” where safe drivers could win prizes (cash from sponsors or from the fines collected from speeders). It worked and speeds dropped. But that model doesn’t fit here in Alberta, where municipalities can’t redirect fine revenue into contests. So what can we do?
Here are some practical approaches we could use right now, under the rules we’ve got:
Positive Feedback Signs
We’ve all seen the flashing speed boards. They don’t have to just scold with bright red flashing. Instead let’s have signs that smile, say thank you or celebrate driving within the limits. You may have seen a sign like this in the city, let’s make it city-wide.
Studies show people slow down when they feel acknowledged instead of punished or scorned. A simple change in tone can shift behaviour.
Community Rewards
In the Netherlands, safe drivers filled up a “community pot” that paid for neighbourhood projects. Right now, fines tend to pay for safety infrastructure but not for community amenities. Edmonton could pilot the same model using sponsorships or safety funds. Every driver who obeys the limit contributes to something visible in the community: benches, bike racks, playground upgrades.
This turns personal responsibility into a shared reward for everyone.
Public Recognition
Imagine a neighbourhood stat board: “This week, 93% of drivers respected the speed limit. THANK YOU.”
Go ahead and pair that with a coffee coupon from a local business, and you’ve got pride in participating instead of resentment over punishment.
Green Wave Corridors
Traffic signals can be timed so that drivers going the speed limit hit more green lights. Speeders, meanwhile, get stuck at red. Cities in Europe and North America already use this approach, and it makes obeying the law the quickest way to get where you’re going.
I’ve long advocated for timed street lights where appropriate in our Ward, like Manning or Victoria Trail. This could be a great way to get that done.
The Stick
Carrots work. But people still want to keep their kids safe and slow the cars down. That’s why I’m also bringing forward a motion this week to add a stick:
50 dedicated Traffic Peace Officers focused on school zones, speeding, and vehicle noise.
Here’s what I’m asking Administration to prepare:
That Administration prepare and return, as part of the 2025 Fall Supplemental Operating Budget Adjustment, an unfunded service package for the creation of a dedicated Traffic Safety Team within Community Standards Branch, including but not limited to:
– Expanded enforcement capacity for school zones, speeding, and vehicle noise violations under the Traffic Safety Act and relevant bylaws.
– Engagement with the Edmonton Police Service to complete a logistic analysis of roles, responsibilities, and opportunities for coordination.
– A recommended staffing model and resource requirements, without presupposing a fixed number of officers, for Council’s review and direction.
Why bother?
Because “carrots” work.
Positive reinforcement reduces speeds, improves buy-in, and builds goodwill among the daily drivers. Communities can see the benefit and it shows that Edmonton is willing to be creative in solving everyday problems.
We’ll always need the sticks, unfortunately, but if we start adding a few carrots, we can make our streets safer and friendlier and in the end even save us a few bucks, too.
I’d love to hear your thoughts.
