Developing and Evaluating Safe Winter Driving Messages

Winter Driver Safety


Many states have created their own winter driving safety campaigns at substantial cost to each state. With limited agency budgets, the members of the Clear Roads pooled fund wanted to ensure that future investments target the most critical audience in the most effective format possible.


The objectives of this project were to produce winter driving safety messages aimed at high-risk drivers. Researchers were asked to identify the target audience and develop safe driving messages and formats for distribution nationwide with the goal of reducing crashes, injuries and deaths related to winter driving.


The project produced public service announcements and Internet banner ads aimed at high-risk demographics to change their winter driving behavior.