Iowa Strategic Highway Safety Plan, 2017, December 2, 2016

(2016) Iowa Strategic Highway Safety Plan, 2017, December 2, 2016. Transportation, Department of

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Abstract

This update of the 2013 SHSP was written using a data-driven, innovative, and proactive planning process addressing not only the Four E’s of roadway safety (education, enforcement, engineering, and emergency responders), but also a fifth E – everyone. The last E is a reminder that safety is everyone’s responsibility. Since the adoption of the 2013 SHSP, Iowa has continued to align with the national vision to eliminate all traffic fatalities on all public roads. In order to do this, the Zero Fatalities campaign was developed in 2014 in partnership with the Iowa departments of Transportation, Public Safety, and Public Health. While the partner agencies realize that zero fatalities is a lofty goal for the state, messaging strategies focus on the fact that zero is the only acceptable goal for individuals when it comes to their loved ones. Therefore, it should be the only goal for the state. Messaging is meant to get people to understand that every fatality is a life that was important to someone and not just a statistic.