In this compelling episode of the 4NewMobility Leadership Talk, I had the privilege of speaking with Professor George Yannis, renowned international road safety expert from the National Technical University of Athens.

George shared powerful insights into why citywide 30 km/h speed limits are not just a traffic regulation, but a transformational catalyst for safer, healthier, and more livable cities. From empirical results across 17 European cities to his personal marathon advocacy campaign, George made a passionate and data-driven case for a European-wide roll-out of this low-cost, high-impact measure.

Key Takeaways from Professor George Yannis

The Power of Simplicity in Systemic Change

George described 30 km/h citywide speed limits as “the long-awaited breakthrough” in urban road safety delivering up to 37% fewer fatalities at minimal implementation cost. It’s a rare win-win across safety, sustainability, and livability.

From Safety to Societal Transformation

Beyond crash statistics, George emphasized the cultural shift these limits trigger. Pedestrians and cyclists return to streets, public transport use increases, and citizens reclaim urban space, ultimately driving a new mobility culture.

Evidence-Based Policy

While city-led initiatives have spearheaded change in places like Brussels, Paris, and Wales, George advocates for a Europe-wide mandate: “If the EU is serious about Vision Zero, 30 km/h must become the default urban standard.”

Busting the Myths

Concerns around traffic congestion and travel time losses are largely unfounded. Studies and simulations show negligible changes in average speed and, in some cases, even smoother flow due to fewer acceleration/deceleration cycles.

Wider Benefits for Society

• 18% reduction in emissions
• 7% lower fuel consumption
• 2.5 dB noise reduction
• Enhanced mental well-being
• Long-term health benefits from active mobility

Strategic Rollout Needs Synergy

Successful adoption relies on a triangular approach:

• Policy levers at EU and national levels
• Urban infrastructure redesign
• Phased enforcement with public awareness

George insists that smart enforcement, combined with behavioral nudges and civil society engagement, is key to building acceptance.

Requests & Recommendations

• Adopt a pan-European legal framework: 30 km/h as a default urban speed limit.
• Empower cities with implementation tools, but set rules at national/EU level.
• Invest in infrastructure: wider sidewalks, protected bike lanes, smart traffic calming.
• Utilize smart enforcement technologies like speed cameras but also insurance rewards through driver behaviour telematics.
• Launch sustained communication campaigns before, during, and after rollout.
• Recognize road safety as a public health priority, akin to smoking and alcohol control.

Advocacy through Action: 30 Marathons for 30 km/h

Perhaps most moving was George’s personal campaign running 30 Marathons in 30 months to raise awareness globally for 30 km/h speed limits. The impact? Ten times more reach than through academic discourse alone. His motto:

“Steady pace wins the race” for both marathons and safe mobility.

Call to Action

Let’s turn scientific consensus into collective action. Whether you’re a policymaker, urban planner, civil society leader, or mobility innovator:

• Advocate for 30 km/h urban speed limits
• Support integrated mobility design
• Alevate safety as a central pillar of urban sustainability

Because real change starts with the courage to slow down.