40% of Danes use speed trap alerts to break the speed limit. But what if we used them to save lives instead?
Speed Shields is a digital intervention by cycling brand KXNGS, hijacking Denmark’s most popular speed trap apps. First we used data from training app STRAVA to identify the most dangerous bike routes in the country. Then we reported fake speed traps exactly where drivers posed the greatest risk to cyclists. The goal: to get drivers to slow down.
CASEVIDEO
fake alerts. real impact.
Traffic alarm apps and devices are designed to help drivers avoid fines. But we turned them into a tool for public safety. Instead of warning about police, we warned about cyclists, using the apps’ own crowdsourced systems to insert over 1,000 fake traps in areas where speeding poses the greatest danger. The reaction was immediate.
With zero media spend, the campaign reached over 10 million people across Scandinavia. It sparked debate in both cycling and driving communities and triggered a complete 48-hour sell-out of KXNGS’ safety gear. A small digital hack that made riders safety into a national conversation.
To identify where cyclists were most at risk, we analyzed publicly available Strava data. By mapping the country’s most popular cycling routes, we could pinpoint exactly where the fake speed traps would make the biggest difference.
+1000 fake speed traps reported
+10.000.000 people reached
“By getting drivers to slow down, we’ll see fewer accidents and cyclists can feel safe on the road again”
Brian Holm, Tour de France veteran
