Change Lanes to Pass

The 2023 Roanoke Traffic Safety Campaign ended on July 21, 2023. The campaign, led by the City of Roanoke and the Virginia Department of Motor Vehicles, ran for six weeks, with the goals of reducing car and bicycle collisions, and increasing awareness of the change lanes to pass law and the requirement to give 3’ minimum when passing.

The Change Lanes to Pass campaign included a mix of campaign activities including paid, donated, and earned media to raise awareness of the campaign. The campaign also included community engagement activities intended to encourage community members’ involvement in the campaign and help the campaign reach more people.

Here are some key community engagement metrics from the end of the campaign:

• 424 digital games completed
• 350+ yard signs distributed
• 40 posters distributed
• 230 window clings and stickers distributed
• 146 community members signed up as ambassadors
• 2,086 direct email recipents of campaign updates
• 16,280,647+ total media impressions