Massachusetts Launches Campaign to Curb Distracted Driving

A new campaign led by the Massachusetts Department of Transportation (MassDOT) is bringing the people of Holyoke to the forefront of road safety efforts aimed at curbing distracted driving.

The “Community Voices for Road Safety” initiative centers on messages shaped by residents and supported by local organizations, including Pa’lante and the Holyoke YMCA. The campaign’s signature slogan — “You’re loved. Te necesitan. Mira! Phone down.” — was developed through creative sessions with community members and reflects a deeply personal appeal to stay alert on the road.

“Safety is MassDOT’s highest priority,” MassDOT State Highway Administrator Jonathan Gulliver said in a statement. “We all have a responsibility to help reduce distracted driving.”

Since January 2022, Holyoke has recorded more than 4,200 crashes. Data from multiple sources identified the city as one of the state’s top communities at risk for distracted driving.

The initiative includes the installation of SmartSigns, which are devices that anonymously detect distracted behaviors and give drivers real-time feedback. These signs will display messages urging drivers to put their phones down, buckle up or slow down.

The campaign is coordinated in partnership with the Insurance Institute for Highway Safety, Safer Street Solutions and Cambridge Mobile Telematics. It will also feature billboards, murals and outreach at community spaces like the Holyoke Mall and Fiesta Patronales.

MassDOT and Holyoke Mayor Joshua Garcia said the goal is not only to improve safety but also to empower residents to take ownership of the city’s streets.

“When people help shape the message, they’re more likely to hear it,” Garcia said.

Source: Massachusetts Department of Transportation, WWLP.com