What is the man probably doing?

W: What’s so funny, dear?
M: Look here! A small country town in Australia decides to change its name for a month.
W: Really? Just for a month? Why?
M: For road safety. The town is called Speed, in the countryside of Victoria. Now, the people living there want to change it into Speed Kills. They hope the drivers passing the town will slow down a bit when they see the road sign.
W: That sounds like a really good idea, doesn’t it?
M: Mmm. The idea was put forward by the Victoria Transport Accident Office. It soon won over 45 people in Speed. They even made a video which has already become a hit on the Internet!
W: It’s interesting to see what will happen then.
M: A local fanner called Phil Down wants to change his name, too. He’ll be called Phil Slow Down.  He wishes the idea would catch on around the world.
W: I hope it works well.