37M Impressions for a Campaign That Made East Texas Think Twice Behind the Wheel

As the trusted transportation authority managing Toll 49 in Tyler, the North East Texas Regional Mobility Authority (NET RMA) is deeply committed to promoting public safety throughout the community. After researching factors contributing to unsafe driving, NET RMA found that peer pressure often outweighs safe driving, especially when fun or obligations are involved. This insight led to the creation of the “Take Action Against Distraction” campaign, which humorously contrasts the “good self” and “bad self” behind the wheel.

The campaign’s approach is simple but effective: By humorously highlighting common distracted driving behaviors, we encourage drivers to reflect before making potentially dangerous choices. With messages like “Don’t jam with your bad side” and “Don’t deal with your bad side,” the campaign urges East Texans to avoid indulging their “bad side” while driving. The tagline, “Take action against distraction. Let’s drive smart out there, y’all,” fosters collective responsibility and safety.

Launched in 2023, the campaign leverages a broad range of channels, including digital, social media, video, broadcast TV, radio, and outdoor advertising, to maximize reach and engagement.