It’s hard to dispute the urgency of protecting American road users; traffic deaths are rising at the fastest rate on record, particularly in urban areas. On a per capita basis, walking, biking, or driving is significantly more dangerous in the United States than in other developed countries. But how helpful are the many, many education campaigns found across the United States? How many lives are they saving?

Thoughtfully designed and implemented, education programs can and do induce safer travel behaviors, especially if they target a specific audience with new and actionable information. But all too often, education campaigns reiterate messages people already know, like the dangers of speeding or texting while driving, or emphasize humor or fear, which generally fails to shift behavior. Worse, they put the ultimate onus for safety on the individual, sapping resources that could go toward more systemic solutions.