Clark County and a host of local and state government agencies kicked off a campaign on June 27 aimed at discouraging three common driving behaviors that cause accidents: distracted driving, running red lights or signs, and driving under the influence of drugs or alcohol.

Agencies involved in the effort include Clark County, UMC, the Nevada Department of Motor Vehicles, Nevada Highway Patrol, the Las Vegas Metropolitan Police Department, the cities of Las Vegas, Henderson and North Las Vegas, and the Henderson and North Las Vegas Police Departments, and the Southern Nevada Regional Transportation Commission’s Club Ride Commuter Services program.

The campaign, created in-house by Clark County Public Communications and Public Works staff, features billboards with a yellow caution sign and the words "Bad Driving" in the center, followed by the provocative question: "What’s Your Excuse?" Elements include Public Service Announcement TV spots and a handout with 21 safe-driving tips. A special website section devoted to the campaign also is online at www.accessclarkcounty.com.

"This campaign has an unprecedented level of support from law enforcement and local and state agencies because we all see the need to reach out to drivers and ask them to help us reduce the number of traffic accidents that are occurring," said Clark County Commissioner Lynette Boggs McDonald. "Very few of us consider ourselves bad drivers, but no doubt we’ve all had our moments when we’ve made mistakes or could be more attentive when we’re driving."

The campaign will be ongoing. It was unveiled in advance of the upcoming July 4th weekend because the Independence holiday is one of busiest travel holidays of the year.

"Holiday weekends and the summer months, in particular, tend to bring out the worst in some drivers," said Sgt. Tracy McDonald of Metro’s Traffic Division. "Now is a good time to remind motorists to think about their own driving behavior and what they can do to help make our roads safer not only this weekend but also throughout the year."

Officials say more than 100 cars are added to Southern Nevada’s streets and highways every day, adding to a steady increase in motor vehicle accidents. Metro’s reported number of collisions rose from 28,501 in 2003 to 30,218 in 2004, a 6 percent increase. A large number of accidents involve injuries – 12,500 in 2004, or about 41 percent. Traffic-related fatalities also increased over the last year from 126 in 2003 to 145 in 2004, or 15 percent.

"We don’t have to live with rising accident rates just because we’re a growing community," said Commissioner Chip Maxfield, a member of the RTC’s board of directors. "Our goal is to encourage all drivers to take an honest look at their own driving behavior and make improvements on their own – before they get involved in an accident."

Key campaign elements include a series of Public Service Announcements featuring real local drivers who share one thing in common: Each caused an accident or got a ticket as a result of running red, distracted driving or DUI. The 30-second spots, created by Clark County Television (CCTV) Channel 4, will air on the county’s cable station as well as KCLV, Channel 2, the city of Las Vegas’ government access channel. Several local media outlets also have agreed to air and publish PSAs related to the campaign. The messages feature interviews with English and Spanish-speaking drivers and the following driving-related statistics:

• Up to 30 percent of crashes involve driver inattention via the use of cell phones, adjusting car radios, eating or drinking while driving or disciplining children. Source: National Highway Traffic Safety Administration.
  

• An estimated 22 percent of all crashes are caused by running red lights or stop signs – the leading cause of accidents nationwide. Source: Insurance Institute for Highway Safety.
  

• Half of all fatal crashes in Nevada are DUI-related. Source: Nevada Office of Traffic Safety.

"These PSAs are very powerful and eye-opening," said Clark County Commissioner Yvonne Atkinson Gates. "The statistics tell us something a lot of us see every day when we’re commuting to work or running errands. The stories these people share are experiences any one of us could have, with far more tragic results."

Drivers featured in the PSAs agreed to voluntarily participate in the campaign because they hope their stories might inspire others not to make the same mistakes, officials said.

"Encouraging our citizens to be safe drivers is something that is very important to me, especially around our schools," said Las Vegas City Councilman Steve Wolfson, who has served as a crossing guard to help draw attention to the problem of speeding in school zones. "There can be so many distractions when you're driving, but it is important to stay focused on the road in front of you in order to keep our streets safe.

The Southern Nevada Regional Transportation Commission donated billboard space on the backs of 15 buses to help spread the word about the campaign. Participating agencies hope to receive grant funding in the future to expand the campaign’s reach through paid advertising and other outreach methods.

"Our agency supports any effort that might help make our roads safer for all drivers," said Curtis Myles, the RTC ’s deputy general manager. "We also advocate alternatives including carpooling not only as a means to reduce traffic congestion but also because studies show it’s a safer way to drive. Some insurance companies even offer discounted rates if you carpool."

A handout posted on the campaign’s website features a collection of 21 safe-driving tips compiled with input from Clark County Traffic School instructors and participating agencies. The DMV plans to distribute the brochure at all local offices later this summer.

Tips range from looking ahead at least one to two blocks to anticipate changes in traffic flow to checking your tire pressure regularly, especially during the summer months when tires tend to lose air because of the heat.