Evaluation of the Norwegian Public Roads Administration’s campaign «Most people follow the speed limit»: A norm-based approach to increasing speed compliance

The campaign “The majority follow the speed limit” is based on the Integrated Behavior Model (IBM) and aims to increase speed compliance, thereby contributing to a reduction in road fatalities and serious injuries. This evaluation examines whether the campaign has contributed to changes in attitudes, norms, perceived behavioral control, behavioral intentions, and speeding behavior during the period 2019–2025, based on nationally representative surveys and objective speed data. The results indicate an overall development in the desired direction. Campaign exposure is particularly associated with changes in normative perceptions, suggesting that norm-based measures have been effective. Attitudes toward speed compliance have also strengthened, although without a clear and consistent exposure effect. Behavioral intentions and self-reported behavior have shifted away from the highest levels of speeding, and objective measurements indicate increased compliance. The absence of a control group limits causal inference; however, the overall pattern suggests that the campaign may have contributed to the observed developments, which is the realistic outcome within this type of evaluation design.