Problem: “As shown by many studies, slower driving saves lives and decreases injuries in the event of collisions. Changing driver behavior is difficult, however, and people generally don’t appreciate directives from city government."

Strategy: Rather than stressing a negative “slow down!” message, take an uplifting and upbeat approach that enlists residents in practicing healthy actions benefiting themselves and their neighbors. Invite residents to participate in a speed reduction initiative that taps into their civic pride. Unroll communication in phases to 1) initiate 2) educate, and 3) saturate.