In a move to promote roadway kindness and safety, the Texas Department of Transportation is rolling out a new campaign called Drive like a Texan, per a press release on December 12th. Channeling the ubiquitous Lone Star spirit, the initiative urges drivers to carry over their Texas pride onto the roads in an effort to reduce traffic accidents.

The campaign draws on the concept of Texas camaraderie and responsibility as its core message. "We want a fresh, heartfelt approach to how we talk about road safety," TxDOT Deputy Executive Director Brandye Hendrickson said in the release. Despite a decline in road fatalities last year, a average of 12 people still die every day on Texas roads, pointing to a continued need for improved driving behavior across the state.

Starting this winter, Texans will see the Drive like a Texan messages spread across television, social media, and billboards, as well as on the TxDOT website. The campaign debuted at Austin's Trail of Lights and will feature at various holiday light displays throughout Texas.

Underlying the new safety initiative is a reminder for Texans to extend courteous gestures like allowing fellow motorists to merge and practicing patience in congested areas. "It doesn’t matter how long you’ve lived here, or where you’re from. All that really matters is that you embrace those values that represent the best of Texas," Hendrickson articulated. Drive like a Texan not only promotes kind and safe driving behavior but also taps into the state identity; one that fosters care and mutual respect.

For more information or inquiries about the campaign, interested parties can contact Media Relations at [email protected] or call 512-463-8700. Drive like a Texan serves as a statewide call to action, aiming to make Texas roads safer for everyone by ensuring the Lone Star spirit lives on the road as much as it does off of it.