If you’re driving on the freeway on a Monday, you might catch a glimpse of a few distinct variable message signs (VMS) that have been comically altered to capture the attention of drivers.
In what the Utah Department of Transportation calls Message Mondays as part of its Zero Fatalities Campaign these distinct signs portray humorous messages on a weekly basis such as “texting and driving is clever said no one ever,” but the signs weren’t initially intended to remain on UDOT roads for as long as they have.
UDOT’s Public Information Officer John Gleason said the signs were a part of the state’s 100 Deadliest Days where thirty five percent more fatalities occur on Utah roads in comparison to any other time of year but, he says, due to the amount of positive feedback they have received, Message Mondays will continue through the "foreseeable future.”
“People that really weren’t expecting to see those type of signs are pleased that there may be a human voice behind some of those types of messages that they see,” Gleason said. “I think they’re more used to the static messages that tell you how long to get from point A to point B or that there’s an enforcement increase so when they see something that’s a little bit more creative or funny or edgy it’s not something they expect and many people like it.”
Gleason said each message has a purpose, coinciding with UDOT’s mission to achieve zero fatalities on Utah roads.
“Really, it’s there for a reason. We want to promote traffic safety and we want to promote people buckling up, putting down the distractions and paying attention to the road, and if it’s a quick message that does the trick we want to continue that,” he said.
After hearing positive feedback from the public, Gleason said Message Mondays have accomplished their goal but UDOT has been pleasantly surprised by the attention the messages have received.
“We want to have people talking about the traffic safety that wouldn’t typically be talking about traffic safety,” he said. “If it sparks a conversation with somebody that they’re driving with and causes someone to buckle up that wouldn’t typically buckle up then that’s really the goal here.”
Gleason said his favorite message is still one of the earlier ones, “That seat belt looks good on you,” but laughed at the recent group of VMS that said, “It’s Columbus Day. Discover your turn signal.”
“I think when they’re at their best they’re clever and they’re witty; they cause people to think and that’s what we want to do here,” Gleason said.
Each Thursday, UDOT public information officers hold a phone conference between several members of the team in order to pitch their ideas, and agree on the message that will be portrayed on the VMS for the upcoming Monday.
“As long as there’s a creative message and as long as the public wants it we’ll be there to provide it,” Gleason said.
Gleason said Utah is among many other states doing this to make people more aware of fatalities.