Fifty people in Colorado died in car-truck crashes, most of which were caused by careless drivers, in 2010; 138 more were injured. In response, the Colorado State Patrol launched the “Give Trucks More Room and Less Vroom,” campaign, increased citations for aggressive driving near trucks, and commissioned two large billboards.
The first billboard, intended to pique curiosity, simply stated, “You can turn any car into a convertible.”
It was soon replaced with a 3-D billboard that graphically depicts a potential crash scenario.
The signage was funded by a federal grant that funds state-level, governmental projects to reduce accidents involving commercial motor vehicles. Amélie Co. (Denver) designed and implemented the campaign.