NEW JERSEY
Drive Friendly Campaign

 

PROJECT CHARACTERISTICS PROGRAM AREA(S)
  High media visibility
Outstanding collaborative effort
  Safe Communities
       
TYPE OF JURISDICTION    
  State    
       
TARGETED POPULATION(S) JURISDICTION SIZE
  General Population   8,052,849


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


RESULTS
A second wave of the campaign was launched on Memorial Day 2000, the traditional beginning of the summer driving season. A marketing analysis is currently being conducted to assess the effects of the Drive Friendly campaign.

 

FUNDING
  Paid Media:
$145,131
CONTACT  
 

Jeff Lamm
Public Information Officer
New Jersey Department of Highway Traffic Safety
P.O. Box 048
Trenton, NJ 08625
(609) 6339045



NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION

SPRING 2000