Speeding is a serious safety threat that ends lives and damages communities. Vehicle speed plays a major role in crash fatalities – people struck by vehicles traveling 50 mph or higher have only a 10% chance of survival. More than a quarter of traffic fatalities that occurred on Maui from 2014-2018 included speed as a factor. Now, Maui County is launching a new campaign focused on reducing vehicle speeds to save lives.

The Vision Zero Maui Speed Mitigation Campaign follows the Vision Zero Maui Action Plan to eliminate traffic deaths and serious injuries by 2040. The campaign advances a culture of safety by highlighting the consequences of reckless driving –  higher risk of killing or seriously injuring someone in a crash. 

Professional graphic branding, messaging, public service announcement videos, and press releases are under development. Videos may be filmed in various locations throughout Upcountry Maui, with interviewees including Maui Police officers and community members. Branded campaign videos and press releases will be distributed to local news media outlets, promoted through paid advertising, and shared on social media by December 31, 2021. Maui Police will also coordinate enforcement efforts reminding drivers of the penalties for speeding.

The project team includes representatives from the Healthy Eating + Active Living Coalition (HEAL), the Maui Metropolitan Planning Organization (MPO), the Maui Police Department, and Maui County Council who will be responsible for project management, message development with a graphic designer, and promotion of the campaign on social media. Funding is provided by the Maui County Office of Economic Development with fiscal sponsorship from Hawaiʻi Public Health Institute. 

With Vision Zero Maui, the only acceptable number of traffic fatalities and serious injuries is zero. Download the full draft at mauimpo.org. Watch for more information about the Vision Zero Maui Speed Mitigation Campaign coming soon! 

For more information about the HEAL Coalition for Maui, Molokaʻi, and Lānaʻi, contact the HEAL Community Coordinator, Lauren Loor, at lauren@hiphi.org.