City of Surprise News

Posted on: February 8, 2017

Drive Wise, Surprise! Police launch new traffic safety campaign

Drive Wise

The Surprise Police Department has launched a new traffic safety campaign aimed at encouraging safe driving habits.

 The slogan: “Drive Wise, Surprise.” 

“In recent years, traffic accidents in our city have increased by 8-to-10 percent amid a growing population,” says Police Chief Terry Young. “This campaign is designed to create a culture of safe driving in Surprise, whether you are a resident or a visitor driving through the city.”

The campaign uses play on words and bright, creative imagery to deploy safety reminders via new street signage. 

While the campaign may sound playful, the intention behind it is more serious.

“When you are practicing good driving habits, you are helping to make the road safer for everyone,” says Chief Young. “Getting to your destination faster is not worth a serious injury; driving distracted or under the influence is not worth a life.”

This message is especially relevant as accident statistics increase and bad driving behaviors continue, not only in Surprise, but across Arizona and the country:

• Surprise saw an 8 percent increase in accidents from 2014 to 2015 and a 10 percent increase in accidents from 2015 to 2016.
• Arizona Department of Transportation reported a statewide increase of more than 6 percent from 2014 to 2015.
• About 87 percent of drivers engage in unsafe behaviors behind the wheel, according to national research by the AAA Foundation for Traffic Safety.
• Nearly 80 percent of drivers expressed significant anger, aggression or road rage behind the wheel at least once in a one year period, according to a national study by the AAA Foundation for Traffic Safety.

In addition to street signs, the campaign includes community and media engagement, social media messaging, ads, a public service announcement and various other marketing tools.

Watch the public service announcement and see images of the street signage at

See press release...
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