USA Banner
  U.S. flag
              An official website of the United States government Here's how you knowOfficial US Government Icon
              **Official websites use .gov**A **.gov** website belongs to an official government organization in the United States.
            Secure Site Icon
              **Secure .gov websites use HTTPS**
                  A **lock** ( A locked padlock ) or **https://** means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites. 
 U.S. Department of Transportation Icon United States Department of Transportation
 Search DOT
            Search
                    About FHWAFHWA Organization
                Headquarters Offices
                Field Offices
                Strategic Plan
                Business Opportunities
                Staff Directories
                Careers
                Highway History
                Contact UsProgramsAcquisition Management
                Civil Rights
                Federal Lands Highway
                Infrastructure
                Innovative Program Delivery
                Operations
                Planning, Environment, and Realty
                Policy
                Research, Development, and Technology
                Safety
                Browse by TopicsResourcesCore Highway Topics
                Federal Aid Essentials
                Automation
                Complete Streets
                Laws and Regulations
                Policy & Guidance Center
                Section 508
                Publications and Statistics
                Professional Development
                National Highway Institute
                Resource Center
                Accessibility Resource Library
                FHWA Research LibraryNewsroomPress Releases
                Speeches & Testimony
                Photos
                Videos
                Media ContactsMenu FHWA Highway Safety Programs Home
                        Safety
                        Learn Safety
                        Roadway Safety Noteworthy Practices


            
            In This Section
        Learn Safety
                About RSPCB
                Road Safety Fundamentals
                Roadway Safety Noteworthy Practices
                                Search Noteworthy Practices
                Resources
                Training and Education
                                Overview
                Training Opportunities
                Road Safety Course Finder
                NHI Courses
                Roadway Safety Champions
                Get Help
                                Overview
                Technical Assistance Guidelines
                Technical Assistance Online Application
                Safety Data Dashboard
                
                Michigan Uses HSIP Flex Funds for Winter Safe Driving Campaign
**Publication Year:** 
            2011
    
        Original publication: HSIP Noteworthy Practice Series, Use of the HSIP Flexible Funding Provision; FHWA-SA-11-02; 2011 (PDF, 2.8MB)

The Michigan Department of Transportation (MDOT) flexed $45,000 of its Highway Safety Improvement Program (HSIP) funds in FY 2008 to launch a radio public service announcement (PSA) campaign on safe winter driving, which was conducted from December 2007 through March 2008.

The MDOT Communications Department successfully used earned media (news coverage, editorials, etc.) to promote past campaigns, but the number of winter weather-related crashes and the launch of a new slogan and logo – *Ice & Snow, Take It Slow* – called for increased media exposure. The problem of winter-related crashes also resulted in support for the increased public outreach from the county road commissions around the State.

The MDOT Communications Department oversaw the implementation of the*Ice and Snow, Take It Slow* campaign, which in the past was supported by state funds. Support for this type of program was in jeopardy based on efforts to direct all state funding toward matching Federal monies on construction projects.

The *Ice and Snow, Take It Slow* campaign was developed by Clear Roads, a national winter maintenance program with 14 member states. Public information officers from 12 of the state DOTs, including Michigan, contributed time and effort to develop the message based on four top winter safety issues:

Speed reduction;
	Safe travel around snowplows;
	Safe driving maneuvers; and
	Trip preparedness.Speeding is part of Michigan’s Strategic Highway Safety Plan (SHSP) emphasis area on driver behavior and awareness, providing an important link for the *Ice and Snow, Take It Slow* campaign.

During the winter of 2008, MDOT, which designed the logo for use by 20 states, included the campaign tagline in all news releases, put winter driving safety tips on-line, displayed posters in all Michigan rest areas, and ran a statewide radio campaign. A partnership with the Michigan Association of Broadcasters enabled a wider distribution of the radio PSA, which resulted in securing more than four times the value of the media purchased and greatly extending the campaign’s reach throughout the State.

"Ice & Snow, Take It Slow logo"

Key Accomplishments

Used HSIP flex funds to conduct a radio PSA campaign that focused on a high-crash situation, i.e., winter driving.
	Leveraged a partnership with the Michigan Association of Broadcasters for improved return on investment.
	Took advantage of existing Clear Roads campaign.Results

Because of the flex provision, Michigan has been able to sustain the campaign on safe winter driving, resulting in increased public awareness. Michigan fatal crashes in snow have decreased from a five-year rolling average of 77 in 2005 to 63 in 2009. Serious injury crashes involving snow have decreased from a five-year rolling average of 537 in 2005 to 413 in 2009.

Contact

Mark Bott
Traffic Operations Engineer
Michigan Department of Transportation
517-335-2625bottm@michigan.gov U.S. DEPARTMENT OF TRANSPORTATION

**Federal Highway Administration**

1200 NEW JERSEY AVENUE, SE

WASHINGTON, DC 20590

202-366-4000Subscribe to email updates
                    About
  

        
              About FHWA
                Careers
                Org Chart
                Staff Directories
                Work with UsPrograms
  

        
              Acquisition Management
                Civil Rights
                Federal Lands Highway
                Infrastructure
                Innovative Program Delivery
                Operations
                Planning, Environment, and Realty
                Policy
                Research, Development, and Technology
                SafetyPolicies, Rights, Legal
  

        
              About DOT
                Accessibility
                Budget and Performance
                Civil Rights
                FOIA
                Information Quality
                No FEAR Act
                Office of Inspector General
                Privacy Policy
                USA.gov
                Web Policies and Notices
                Web StandardsNews & Events
  

        
              Newsroom
                Press Releases
                Speeches & Testimony
                Media Contacts
                Connect with Us