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PROBLEM IDENTIFICATION
In New Jersey, activities
designed to address aggressive driving behaviors typically have been
reactive in nature. In other words, law enforcement has contended with
the problem of aggressive drivers primarily through enhanced enforcement
activities.
GOALS AND OBJECTIVES
The goal of New Jersey's
Drive Friendly campaign, developed in 1999, is to increase safe
driving practices by the state's 5.8 million licensed drivers. Objectives
of the project include the following:
- Developing a statewide
public information campaign targeting the aggressive driver
- Creating a public/private
partnership to strengthen and focus the campaign's strategies and
activities
- Providing public information
and education on proper driving techniques
STRATEGIES AND ACTIVITIES
In previous
attempts to address the issue of aggressive driving, state safety officials
had identified particular behaviors which produced a hostile driving
environment. These behaviors were identified largely by analyses of
motorists' reports of aggressive drivers, which indicated that aggressive
drivers employed improper driving techniques. Using this information,
the architects of the Drive Friendly campaign adopted a strategy
for implementation which focused on educating the driving public about
proper driving techniques. Several activities were incorporated to assure
the success of the new campaign:
- With direction
from the New Jersey Department of Highway Traffic Safety (NJDHTS),
a public/private partnership was formed to promote the Drive Friendly
campaign. The original partnership comprised the five American Automobile
Association (AAA) chapters in New Jersey, the New Jersey State Safety
Council, the New Jersey Association of Chiefs of Police, and the NJDHTS
- The partnership
soon expanded to include the New Jersey Department of Transportation
(NJDOT), the New Jersey Turnpike Authority, the Garden State Highway
Authority and the South Jersey Transportation Authority
- Drive
Friendly was launched November 22, 1999 at a service area on the
New Jersey Turnpike. The timing and location of the campaign launch
were critical to maximize media coverage and provide a new theme for
the traditional Thanksgiving Day travel stories
- NJDHTS
purchased highway billboards and paid radio spots. They also produced
and distributed radio public service announcements (PSA's) and bumper
stickers
- AAA featured
an article about the Drive Friendly campaign in their members'
magazine, and displayed posters at customer service offices
- The Chiefs
of Police distributed posters and palm cards in communities statewide
- The NJDOT
produced 30 oversized highway signs and the three toll road authorities
produced 400 toll plaza posters, all featuring the Drive Friendly
logo and theme line, "Courtesy Can Save Lives"
- New Jersey's
largest newspaper (400,000 readers), featured a front-page story with
color pictures covering the campaign launch. Local television stations
also covered the event
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