The number's up for speeding drivers with this new personalised flashing sign being used in roadworks.
Trials have shown that drivers get the 'back-off' message quicker when they see their own registration shown below the speed limit.
Highways consultant firm Atkins came up with the idea in a bid to boost safety for road workers. A radar detects the speed of oncoming cars and flashes the words 'slow down' and the reg plate of vehicles exceeding 55mph. In a trial on the M42 in the Midlands, almost half of drivers breaking the limit slowed.