Client: the Welsh Government
On 17 September 2023, Wales became the first country in the UK to bring into force legislation to reduce the national default speed limit from 30mph to 20mph, making this one of the most complex behavioural change policies in the history of the Senedd. Lynn was tasked to significantly increase awareness, encourage acceptance of the policy, and build capabilities in drivers. As a result, and in three months since implementation - speeds have reduced by an average of 4mph on main roads since the national rollout, with 65% of drivers were travelling at under 24mph (compared to 50% prior to introduction of the 20mph policy). Deputy Minister for Climate Change Lee Waters said to the BBC: "Our roads are safer, speed is slower and there will be fewer accidents as a result"
