Pop culture phrases — with a little twist — empower motorists to drive defensively.
This campaign is backed by our research study which uncovers how drivers are more likely to drive safely when on the lookout for others engaging in risky behavior.
Together we've teamed up with the Virginia Department of Transportation, the Virginia Department of Motor Vehicles, and Virginia State Police to bring home this critical point: safer roads are up to all of us. Defensive driver reminders will be displayed across Digital Message Signs (DMS) along the Express Lanes and general-purpose lanes in Northern Virginia and advertised across multiple outlets.
Measures of Success
Campaign tactics
Dynamic Message Signs (DMS) integration:
The core of our campaign lies in the strategic placement of road safety reminders on Dynamic Message Signs (DMS) along both the I-95, I-395 and I-495 general-purpose lanes and the Express Lanes throughout Northern Virginia. These signs serve as constant reminders for motorists to remain vigilant and drive defensively.
Multi-channel outreach:
The campaign channels include digital out-of-home and social media to resonate with drivers both on and off the road.
Industry and government partnerships:
Communicating with relevant stakeholders in industry & government, we aim to achieve widespread adoption of these safety strategies, ultimately leading to improvements in on-road safety.
Continued research and evaluation:
This campaign will be paired with continuous road safety research, diving deeper into new message strategies and identifying further impactful driver behavior initiatives.