Safe Driving Campaign

Eyes on the Road, Y’all

Drive Smart

As a trusted transportation authority in Tyler that manages Toll 49, the North East Texas Regional Mobility Authority (NET RMA) takes its responsibility to promote public safety in the community very seriously. From 2021-2022, we partnered with NET RMA to produce a new Safe Driving campaign backed up by research, showing driver behavior is the most significant contributing factor to accidents on the roadway. As a result, the campaign concept, “Eyes on the Road, Y’all,” was designed to capture the attention of the target audience by exaggerating everyday distracted driving scenarios.

The campaign targeted drivers who had utilized Toll 49 and resided in Northeast Texas, particularly those near Tyler. The “Eyes on the Road, Y’all” campaign effectively utilized a mix of traditional and digital channels to raise awareness about distracted driving and promote safer behaviors on Toll 49. By leveraging creative messaging and targeted distribution, the campaign contributed to improving road safety and fostering a culture of responsible driving in the community.