Would you challenge the driver? Traffic accidents and social norms

Social problems usually require the action of social markerters to reconfigure a social situation, to provide structure, guidance or change prevailing social norms in a concrete manner.
In his last book* (a good read, by the way, sprinkled with several concepts familiar to social marketers), Daniel Pink cites the following field study, which changed the behavior of bus passengers in Kenya, by “enabling” them to challenge bus drivers behavior (a feat – considering that Kenya has probably a high score in the Hofstede´s power distance cultural dimension – in countries like that, like Brazil and unlike the US, people usually do not challenge those in higher social rank).
* To Sell is Human.