|Nicola Wass is the CEO of So-Mo, a behavioural insights company with clients ranging from; the W.H.O. local authorities and national government. She is an acknowledged thought-leader and advocates that ‘NUDGING’ should become an integral part of the Road Safety toolkit. Her campaign work has featured on: Good Morning Britain, BBC Radio 4, the Wright Stuff and the One Show. The DfT, recently acknowledged the 20mph campaign So-Mo delivered in Liverpool, as an exemplar of best practice.