Shift traffic safety video wins AAMVA award

A video produced internally by the ITD videography team in support of Highway Safety’s “Shift Idaho” traffic-safety campaign was recently selected by the American Association of Motor Vehicle Administrators (AAMVA) for a 2020 award.

The "Shift Idaho" initiative focuses on driving in the moment, free from distractions. The goal is to encourage conversations about engaged driving to reduce preventable accidents and deaths on Idaho’s roadways.

Bicycling is a growing recreational sport and used increasingly for commuting in Idaho—and subsequently, automobile/bicycle injury crashes and fatalities have been rising — by approximately 15% annually in the state since 2010.

The video was produced in cooperation with the Idaho Walk/Bike Alliance to address that concern.

“We wanted this video to show how important it is to make responsible decisions and know the rules of the road,” said ITD Office of Highway Safety bicycle safety program manager Josephine Middleton.

“Whether you are riding a bike or behind the wheel, if everyone is doing the right thing we can get to zero traffic fatalities.”

Published 09-18-20