Nudge The nudge that persuaded Aussies to stop speeding
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Dec 22, 2025 
Adam Ferrier, a consumer psychologist and co-founder of Thinkerbell, takes on the challenge of getting Australians to slow down while driving. He shares insights into his creative campaign that compares speeding cars to predators. They discuss how social perceptions of low-level speeding have made it acceptable, and the power of availability bias in shaping fears. Ferrier also highlights the importance of engagement through questioning and recalls memorable ad strategies that enhance recall. Plus, hear about Derren Brown's mind tricks and their connection to consumer behavior!
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Availability Bias Distorts Risk
- People judge frequency by how easily examples come to mind, known as the availability bias.
- Vivid, memorable events feel more common than they really are, skewing risk perception.
‘Australia’s Deadliest Predator’ Campaign
- Adam Ferrier describes the TAC 'Australia's Deadliest Predator' campaign that framed speeding as the real predator.
- The ad revealed car headlights as predator eyes to link vivid animal danger with speeding.
Vivid Threats Outweigh Real Harms
- People underrate low-level speeding while overrating rare vivid threats like shark attacks.
- Media and culture make dramatic events more mentally available than mundane but deadly risks.