Campaign promotes multiple elements of roadway safety

The Delaware Office of Highway Safety recently kicked off an all-new educational and motivational initiative centered around a compelling call to action all Delawareans can get behind: Drive Safe Delaware. Love Your Neighbor.

More than a campaign that pairs a single safety message with enforcement activities, the Love Your Neighbor initiative is an extended and integrated marketing and communications strategy that embraces multiple elements of roadway safety. Messaging and grassroots activities are tailored to connect with Delawareans on a local level and are being rolled out at high-crash locations defined by neighborhood-specific data.

With the goal of reducing crashes statewide, thereby lowering the rate of roadway injuries and fatalities, OHS has set out to optimize success for the new initiative by ensuring it is responsive to the experiences and needs of Delawareans and that it reflects what is happening in higher-risk neighborhoods.

OHS is employing tactics to reach Delawareans where they are – local bars and restaurants, retail stores, high schools, colleges and universities, and more – with the reminder that road safety starts with them. The goal is for target audiences to remember, appreciate and immediately put these messages into practice. Tactics for driving under the influence and speed campaigns include but are not limited to organic and paid social media; posters, yard signs and palm cards distributed and displayed by local community organizations and businesses; and street team engagements at community events located in towns with a high number of DUI, DUID and speed-related crashes.

“The best way to make an impact is to involve others in creating the change,” said Sharon Bryson, Delaware Office of Highway Safety director. “This is what we did through a collaborative effort with Delaware residents, law enforcement, first responders and others in all three counties. We greatly appreciate the support that allowed us to launch this initiative. OHS has heard the concerns, will continue to listen and remains fully committed to making Delaware’s roads safer for everyone. We look forward to this localized initiative and inspiring all Delawareans to make safe driving an immediate priority.”

To develop the initiative, OHS collaborated with local municipalities, analyzed traffic data, and hosted town halls during which Delawareans shared concerns and feedback about Delaware’s roadways. Information gathered is being used to develop localized and tailored campaigns that OHS feels confident will resonate strongly with target audiences and reach Delawareans living in and driving through towns where a high number of crashes have been reported.

The messages remind Delawareans that road safety starts with individuals and encourages everyone to recognize the ripple effect one person can have by driving safely. Being a responsible driver will not only keep them safe but also impact the safety and well-being of their friends, family, neighbors and even strangers on the road.

The initiative started strong, with a focus on two key enforcement topics: speeding and driving under the influence of alcohol or drugs, including prescription and over-the-counter medications. Efforts focused on speed and DUI/DUID will continue through 2025, with similar strategies and tactics deploying this fall for other priority topics, including pedestrian awareness, occupant protection and distracted driving.

OHS is grateful to the many businesses and community organizations throughout the state that are now displaying posters, yard signs, and palm cards for their customers and members. These partnerships are a powerful tool in helping OHS reach Delawareans where they live, dine, shop, and learn – and most importantly, where they drive.

Sussex County events in which DUI/DUID or speed materials have been or will be shared include: First Friday Block Party in Milford, Festival Hispano in Georgetown, Middleford Speedway, Georgetown Speedway, RBVFC 86 Hook & Ladder Brew Fest, Delmarva Heat Car Show and Cape Henlopen High School.

Find more information at ArriveAliveDE.com.