N.J. highway signs got drivers’ attention. This is what’s next.

The state Department of Transportation scored that rare home run for safety messaging when it started posting video safety messages on highways with a liberal dose of humor and Jersey attitude.
After getting laughs and social media attention, the DOT is following through with round two – safety messages asking drivers to think about the consequences of their behavior.
In a state where drivers commonly communicate with blaring horns, flashing headlights and raised fingers, can asking for some deep thought have a fighting chance to succeed?
The DOT’s new safety awareness programs started asking drivers to respond to a simple question, “What If” in social media and other messaging.
DOT officials want drivers to consider scenarios such as what if they answered a text and ran over a pedestrian or hit a person on a bike? What if they were distracted and crashed with their children in the car?
Drivers are also being asked to “Respect” all road users, by yielding, backing off the gas and obeying signals and signs.
The man who advocates for drivers in the state said it’s worth a try.
“The success of this new approach remains to be seen, but I commend the department on trying something different using an emotional component with the aim to change underlying attitudes,” said Steve Carrellas, National Motorists Association state policy director.
It’s a big request to ask for some soul searching and attitude adjustments, he concedes.
“Such an approach will require drivers to engage with the message, reflect on it and then consider how their behaviors and attitudes align with safer driving,” he said. “If there is a resulting realization, change can happen, but this is a big ask.”
One unique aspect is, unlike other safety programs which typically come from other agencies, this is a homegrown program developed by NJDOT, said Leanne Nelson, a spokesperson
“By using impactful imagery and messaging that asks motorists to consider the human cost of unsafe driving, we hope to encourage a mindset shift where roadway safety and a shared sense of responsibility becomes second nature,” she said.
Nelson agreed that change will not happen overnight. But DOT officials are hoping the consistent “What If” and “Respect” messaging, will lead more motorists to break unsafe driving habits and, ultimately, reduce crashes.
“NJDOT took an emotion-driven approach when developing these concepts,” she said. “The aim is for these images and messages to resonate with people on a personal level.”
A bad driving choice could be the reason “someone else doesn’t go home to their family and loved ones,” Nelson said.
The state is fighting a trend of rising traffic fatalities this year while national traffic deaths are declining.
So far the state has seen 69 more people killed in crashes and collisions in 2024 than for the same time period in 2023, according to State Police data. As of Nov. 5, 563 people died in 533 crashes.
The number of pedestrians killed so far this year has spiked to 170 deaths, 43 more people that were killed during the same time period in 2023, records showed.
“We need people to understand why it matters, that so far this year 69 more people have lost their lives on NJ roads compared to the same time last year,” said Tracy Noble, AAA clubs’ alliance spokeswoman. “That 563 victims’ families will have empty spaces at their tables during the upcoming holidays.”
The DOT’s safety awareness campaign “humanizes the all too frequent tragedies on our roadways,” she said.
“This is a solid approach, it is not simply telling you to not do something, but it is giving you the reason you shouldn’t do it,” Noble said. “It is a message that needs to be reinforced and repeated far and wide.”
Aggression and driver behavior isn’t just a New Jersey problem, said Adam Snider, a Governor’s Highway Safety Association spokesperson.
“There are plenty of middle fingers on the road around the country, unfortunately. The approach of using positive, less harsh messaging that normalizes good behavior instead of warning against bad behavior is increasingly popular,” he said.
Snider cited similar programs being used in California and Washington State.
Other programs in New Jersey, such as the North Jersey Transportation Planning Authority’s Street Smart program has worked with 200 municipalities since 2013 to put out safety messages directed at pedestrians drivers and cyclist behaviors.
The program augments, but doesn’t replace the familiar campaigns from the National Highway Traffic Safety Administration that New Jersey and other states participate in such as “click it or ticket” seat belt use, distracted driving and impair driving prevention efforts.
Statistics from the state judiciary show that enforcement of traffic laws has steadily increased from pandemic drops in 2020.
In 2022, 1.781 million summons were issued for title 39 motor vehicle offenses, which increased to 1.935 tickets issued in 2023, Judiciary data said. As of August, 1.453 citations were issued this year.
“Public awareness campaigns are certainly appreciated and are a big part of the “all-in” strategy we need, but they won’t fix the problem on their own,” Snider said. “It will take a comprehensive Safe System approach that includes enforcement, public outreach, infrastructure, technology and post-crash care.”
How the effective the DOT program will be, was a next step question raised by Carrellas.
“There are many steps that have to happen to reach the engagement level,” he said. “I hope it goes beyond social media on state channels. If the campaign can go viral on broader social media and have people talking, that would be good.”
The ‘What If’ and ‘Respect’ messages will run on billboards, radio, and digital platforms through the end of the year, Nelson said.
“NJDOT will continue to use this messaging on social media and in outreach efforts for the foreseeable future,” she said.
Carrellas suggested enlisting the state Motor Vehicle Commission to help the DOT get the message in front of drivers renewing their vehicle registration on the MVC’s website.
“Offer to waive the credit card fee and take a percentage off the actual registration fee if the person watches a short video and answers some questions,” he said. “I’d do it to save 10 or more dollars.”
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Larry Higgs may be reached at [email protected]. Follow him on X @CommutingLarry