Utah Department of Public Transportation

The period between Memorial Day and Labor Day marks Utah’s 100 Deadliest Days — three months where more people die on Utah roads than any other part of the year.

Audience

Drivers who think going five or ten miles isn’t a problem.

Insight

Many drivers try to “beat the clock”, thinking that speeding will get them to their destination sooner.

Strategy

Create a spot that shows how, even if you’re in a rush, speeding just to save a few extra minutes is never worth it.

Single-minded Idea

You “might” make it.