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Brooke Walker ReportingCommercials are designed to grab our attention, and one local agency plans to play up on that.
They hope it will make the "Zero Fatalities" campaign even more effective at preventing death on Utah roads.
UDOT is set to release some new ads. They may shock you, possibly make you uncomfortable. That's exactly what they're going for.
The ad doesn't have to say a thing. The pictures shout an obvious message.
Robert Hull/ Traffic Safety Director, UDOT: "The visual aspects of it create a sense of emotion in people. It reminds them how easy it is. They can be involved in that."
"What we're hoping is they look at that and realize that could be me."
Traffic Safety Director Robert Hull says in the last six months, many people have heard of the Zero Fatalities campaign. But it's not enough.
Robert Hull: "We were happy with the numbers we got last year, but we weren't satisfied."
By June 2005, 113 people died on Utah roads. That's a disturbing number. But even more unsettling is that so far this year, the numbers are up.
Robert Hull: "We need to refocus our attention on what we need to achieve here."
UDOT hopes this new approach will do just that-- help everyone refocus on the reality of dangerous driving.
Robert Hull: "We want to ask the question... with your friends and family, what's the acceptable number of fatalities? That question brings out one answer, and that's zero."
The commercial will air beginning next week. New radio ads will debut, as well.
