Witty Highway Safety Messages Fall Flat with US DOT

Feds are concerned that overly creative digital billboard messages could confuse drivers, but state transportation officials disagree.

2 minute read

June 11, 2024, 10:00 AM PDT

By Mary Hammon @marykhammon


Digital highway sign above six-lane highway that says, "Texting and Driving? Say It: I'm the Problem It's Me."

A highway safety message on Interstate 55 in Jackson, Miss., refers to the lyrics of a Taylor Swift song, “Anti-Hero." | Mississippi Department of Transportation / Stateline

To catch drivers’ attention, some U.S. state transportation agencies are experimenting with entertaining highway safety messages on digital highway signs, “posting everything from Taylor Swift lyrics to discourage texting in Mississippi, to a “vibe check” — winking at Gen Z — to encourage seat belt use in Arizona,” reports Tim Henderson in an article for Stateline. But federal safety officials aren’t amused and have advised them to cut it out.

“In recent years, [the U.S. DOT has] begun to discourage what they view as overly creative messages, fearing that in trying to entertain drivers, highway officials are confusing rather than enlightening them,” Henderson writes. He adds, “There’s some serious research behind the new guidance: One of the studies cited in Bhatt’s letter shows that overly creative language can have the wrong effect when used on a highway message sign. Driving behavior can get more dangerous, not less so, if you’re trying to process a confusing message.”

However, after asking New Jersey to pull down some messages in 2022 because drivers were taking photos of the signs while driving, the agency recently clarified they are not banning this type of messaging. Which is a good thing, because Arizona, New Jersey, and Mississippi believe the humorous messages are effective and aren’t planning to stop. Officials from Mississippi told Stateline it’s been an effective program for them; they’ve even heard from residents who say the messages changed their habits.

Monday, June 10, 2024 in Stateline

Single-family homes in a suburban neighborhood in Florida.

New Florida Law Curbs HOA Power

The legislation seeks to cut down on ‘absurd’ citations for low-level violations.

June 16, 2024 - The Guardian

Multistory apartment building under construction.

New Tennessee Law Allows No-Cost Incentives for Affordable Housing

Local governments in the Volunteer State can now offer developers incentives like increased density, lower parking requirements, and priority permitting for affordable housing projects.

June 10, 2024 - Nooga Today

Aerial view of intersection in New York City with yellow cabs and zebra crosswalks.

Planners’ Complicity in Excessive Traffic Deaths

Professor Wes Marshall’s provocatively-titled new book, "Killed by a Traffic Engineer," has stimulated fierce debates. Are his criticisms justified? Let’s examine the degree that traffic engineers contribute to avoidable traffic deaths.

June 13, 2024 - Todd Litman

Brick high-rise apartment buildings in New York City

Study: Housing Crisis is About Affordability, not Supply

New research shows that there is no overall shortage of housing units, but all U.S. metropolitan areas face a severe lack of affordable units for low-income renters.

June 18 - University of Kansas

Couple on one side of desk with banker on other side looking at paperwork.

Are Race-Based Lawsuits Affecting Community Lenders?

Shelterforce spoke with community lending leaders and experts about the current mood across the sector. What, if anything, are organizations doing to avoid becoming the next target of conservative activists?

June 18 - Shelterforce Magazine

Rendering of Glory Park in Lewisville, Texas.

New Park Promotes Community and Connectivity in Lewisville, Texas

The city of Lewisville just celebrated the opening of Glory Park/Parque la Gloria, helping to improve park access and the quality of life for residents.

June 18 - Lewisville Leader

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.