Massive new signs. Police enforcement. Even a "human bollard".
And yet drivers are still motoring down Exchange Street in the city centre - despite a ban on cars.
So just what will it take for people to get the message?
This week the route alongside Jarrold has seen further disruption with cars aggressively honking lorries which were unloading.
It comes after Norwich woman Lucy Hall, 66, acted as a "human bollard" in the street to protest drivers flouting pedestrianisation rules before being removed by police.
This week a series of at least seven bright yellow signs detailing that Exchange Street's closure to vehicles have popped up in the city in the run-up to the closed road - but even this latest measure can't stop vehicles from trundling down.
Dr Nicky Kimber-Rogal, chartered psychologist and psychotherapist, has said the only way drivers will get the message is to simply pay attention.
"The brain recognises patterns," she said.
"It takes a conscious effort for an old memory store - a neurological pathway - to be covered over with a new one.
"The other thing is that people are generally preoccupied these days. We're awash with various data constantly and facing overload all the time.
"People are quite passive in their behaviours because learning new things requires effort.
"If you have a road that you drive down and then signs tell you you can't drive there, your brain will revert to the old habit simply because it takes effort and adaptation to learn that something has changed.
"Habits are easily formed but hard to break.
"If you go down that road and then someone beeped you every time someone told you it was pedestrianised, you won't forget.
"It's got to be an interactive experience. Someone's got to be there to help you."
Green county councillor Paul Neale claims there will soon be marshals funded by the county council to monitor the situation down Exchange Street and enforce the restrictions to access.
"We very much live in our own world now," Dr Kimber-Rogal added.
"There's no affirmation or interaction with something to tell you you're doing wrong."
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