The digital message signs near exit 2 on I-75 in Chattanooga displayed a sobering message May 1: “TN ROADWAY FATALITIES THIS YEAR: 317.”
By May 4, the number had increased to 331.
After record-setting reductions in the number of highway fatalities in Tennessee, the state is seeing a dramatic increase in crash deaths in 2012. Reports show 288 people died on Tennessee roadways from January 1 through April 27. During the same period last year, there were 27 fewer crash fatalities across the state.
On April 30, the Tennessee Department of Transportation began running a roadway fatality count on overhead Dynamic Message Signs in the state’s urban areas, along with targeted safety messages reminding motorists to wear seatbelts, to obey the speed limit and to not text and drive.
TDOT is using the crash data to determine where roadway safety improvements can be made. This includes installing additional rumble strips that alert drivers when they leave the travel lane and the addition of raised pavement markers that increase visibility. TDOT is also working with the Federal Highway Administration to develop a program that identifies locations where multiple fatal crashes have occurred.
Kendell Poole, director of the Governor’s Highway Safety Office, answers questions about the Digital Message Signage boards, a possible reason for the spike in road fatalities and what drivers can do to stop the trend.
Who places the data on the Digital Message Signage boards, and where do they get their information?
TDOT regional offices and the Traffic Management Centers throughout the state place the messages on the DMS boards. The information comes from the Tennessee Department of Safety. The Governor’s Highway Safety Office funds several research and statistics positions, and they supply TDOT and the GHSO with the pertinent information.
At what point did someone say, “We need to get the word out about the number of fatalities occurring our on roads?”
After the warmest winter in 40 years, we saw a spike in the numbers of fatalities for the months of January, February and March. This was of great concern because Tennessee has made unprecedented strides in reducing fatalities over the past seven years. In fact, 2011 was our lowest fatality total since 1962, and our safest ever if you consider the number of cars and miles driven. We want to be aggressive with our messaging to save lives on our roadways and not take any steps backward. TDOT Commissioner John Schroer made the decision to utilize this resource to our advantage.
Do you have reason to believe the signs will help?
We have seen a decrease in fatalities for the months of April and May compared to the same months in 2011. We believe greater public awareness creates safer roads. The signs have gained a great deal of positive attention over that same time period.
How does the number of roadway fatalities in Tennessee compare to the national average?
Since 2004, traffic fatalities dropped by almost 33 percent on all Tennessee roadways. The numbers of fatalities in all states dropped significantly during that same time period; however, Tennessee’s decreases far surpassed the national decrease in percentages from 2004 to 2011.
Are these messages aimed at a particular demographic?
We always target our messaging heavily to males ages 18 to 34, who represent the most vulnerable demographic of our driving population. They are certainly more prone to riskier behaviors such as not wearing seatbelts and choosing to drink and drive.
What’s the number one thing people can do to avoid dying in a vehicular accident?
Wearing your seatbelt is your greatest deterrent to injury or death when operating your vehicle, whether it would be your fault or that of the other driver. Consider this: We know 87.4 percent of Tennesseans are now wearing seatbelts – a record in Tennessee – however, 55 percent of our fatalities last year were unbelted. That tells me a significant amount of lives would have been saved if even more people chose to obey the law and wear their belts.
What can people do to avoid being involved in an accident?
We encourage all drivers to always wear their seatbelts, to never drink and drive, and to watch their speed and avoid risky behaviors. We have to remember that when we get behind the wheel, we are driving a potential weapon.